436210 VU Strategic Marketing, Value Creation and Value Delivery
summer semester 2021 | Last update: 22.06.2021 | Place course on memo listStudents will develop competences how to develop a marketing positioning and branding strategy,and how to derive important strategic decisions for product management, pricing, distribution and communication from positioning.
Strategic Positioning Process and Brand Strategies; New Product Development; Elimination and Modification of Products; Price Strategy and Tactics, Communication in Offline and Online Channels; Development of Distribution Networks
mini exams, group work, case studies, project work, final exam
Exams and active class participation
1) Marketing-Literature: Dubois, P.-L., Mühlbacher, H., Jolibert, A. (2007) Marketing Management – A Value-creation Process, Hampshire: Palgrave Macmillan
See Syllabus for further literature.
Prerequisites comprise a course in "Strategy and Marketing" and 4 other basic courses. Profound knowledge in statistics is required.
Group 0
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Date | Time | Location | ||
Fri 2021-03-12
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09.00 - 17.45 | eLecture - online eLecture - online | OK | |
Fri 2021-03-19
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09.00 - 17.45 | eLecture - online eLecture - online | OK | |
Fri 2021-03-26
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09.00 - 17.45 | eLecture - online eLecture - online | OK |