Courses Bachelor Display 2018-2019

Course Description To PDF
Course title Marketing Strategy & Practice
Course code EBC2063
ECTS credits 6,5
Assessment None
Period Start End Mon Tue Wed Thu Fri
1 3-9-2018 26-10-2018 X X
Level Intermediate
Coordinator Sebastian Sadowski
For more information:
Language of instruction English
In this course we will take the viewpoint of the Chief Marketing Officer (CMO). A CMO is not simply an implementer but rather a maker of organization strategy. More specifically, a CMO is expected to be a leader in defining the mission of a business, in analyzing competitive market situations, in developing business objectives and goals, and in defining customer value propositions and marketing strategies that create value for a business unit as a whole.
Hence, we will use this perspective to address the issues of (1) defining and developing the strategic goals of the organization; (2) identifying organizational growth opportunities through customer and market analysis (3) formulating product-market strategies; and (4) budgeting marketing, financial and production resources.
In an increasingly dynamic environment companies require a capacity to continuously learn about and swiftly respond to markets. Fundamental to this is the customer perspective, the recognition that company success comes from delivering superior customer value. Marketing traditionally has advocated the customer focus; yet, today, marketing needs to take on a more strategic, coordinative role within the firm to craft more interactive strategies when it comes to consumers and partners. Thus, it is imperative for both marketing and non-marketing specialists to grasp how marketing helps the firm design strategies starting from the customer.
The course Marketing Strategy & Practice focuses on designing strategies from the market back to create, deliver, and sustain customer value in competitive and dynamic markets. To do so, this course deals with a comprehensive investigation and analysis of all major components of marketing strategy and their integration. This course takes a business oriented setup by focusing on real life examples/cases and by allowing students to participate in a market simulation game. The objective of the simulation is to put into practice the concepts related to marketing strategy and the marketing mix in a risk-free environment.
The literature for this course consists of a series of articles related to the topics discussed. Additionally, some cases will be used as examples of real-life business situations.
A basic marketing course at the level of Management of Organizations and Marketing and Marketing Management, and/or knowledge of the basic concepts of marketing
Teaching methods PBL / Presentation / Assignment / Groupwork
Assessment methods Attendance / Participation / Written Exam
Evaluation in previous academic year For the complete evaluation of this course please click "here"
This course belongs to the following programmes / specialisations
Bachelor Economics and Business Economics - Economics and Management of Information Free Electives
Bachelor International Business Business Electives
Bachelor International Business Major Marketing
Bachelor Economics and Business Economics - Economics IBE Electives
Bachelor Economics and Business Economics - Emerging Markets Business Electives
Bachelor Economics and Business Economics - Emerging Markets Major Marketing
Bachelor Economics and Business Economics - International Business Economics Business Electives
Bachelor Economics and Business Economics - International Business Economics Major Marketing
Bachelor International Business - Emerging Markets Major Marketing
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