LFU:online

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 psychologial theories will support and complement strategic marketing thinking. Students will aslo learn how to apply their knowledge in practice.

This course covers the 4 P's - that is marketing thinking and doing with respect to the product, price, place, and promotion.

Group work, case studies, in-class reflections and discussions

Exams, group work, and active class participation

See Syllabus for literature.

you need "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.10.15). 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 (xx.10.15).