LFU:online

Students will develop competences how to develop successful marketing strategies and determine attractive and differentiated market positions.  Based on this desired position we will discuss marketing processes (product management, pricing, distribution and communication) to help organizations get there.

Strategic Positioning Process and Brand Strategies; New Product Development; Elimination and Modification of Products, Pricing and Distribution Strategies, Integrated Communication

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. You will have to hand in a reflection paper in Session 2 (xx.3.16). A positive grade in that reflection paper is necessary to continue the course. You will get the relevant information for writing the reflection paper in the first Session (15.3.16).