436211 PS Strategic Marketing, Value Creation and Value Delivery

summer semester 2021 | Last update: 08.03.2021 Place course on memo list
436211
PS Strategic Marketing, Value Creation and Value Delivery
PS 2
3,5
Prerequisites: you need "Strategy and Marketing" and 4 other basic course Profound knowledge in statistics is required.
weekly
each semester
English
Students will learn how to develop a marketing strategy, how to evaluate product protfolios, develop new products, manage a brand, and how to derive important strategic decisions for marketing action. Marketing research and phsychological theories will support and complement strategic marketing thinking. Students will aslo learn how to apply their knowledge in practice.

The marketing strateg process

Position and positioning

Market research methods for strategy development

New product development and innovation

Elimination and modification of products

We employ the active learning model, consisting of: Group work, talking to marketing managers, case studies, project work, in-class reflections and discussions
Exams, group reports, 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.

 

You require a positive grade in "Strategy and Marketing" and 4 other basic courses.

see dates
Group 0
Date Time Location
Mon 2021-04-12
09.00 - 12.45 eLecture - online eLecture - online RS
Wed 2021-04-14
09.00 - 12.45 eLecture - online eLecture - online RS
Wed 2021-04-28
09.00 - 12.45 eLecture - online eLecture - online RS
Tue 2021-05-11
14.00 - 17.45 eLecture - online eLecture - online PJ
Tue 2021-05-18
14.00 - 17.45 eLecture - online eLecture - online PJ
Tue 2021-05-25
14.00 - 17.45 eLecture - online eLecture - online PJ