MKT 301: Managing Customer Value – Marketing in a Digital and Connected World
Contents
MKT 301 – Managing Customer Value introduces students to the foundational principles of marketing. The course emphasizes the central role of customer value in all marketing activities—from understanding consumer needs and behavior to designing innovative products, communicating across digital channels, and fostering lasting relationships.
Learning outcomes
Students will explore essential concepts such as segmentation, targeting, positioning, pricing, and the marketing mix, while also examining how emerging technologies like artificial intelligence, personalization, and customer experience management are reshaping the field. Through real-world cases, practical exercises, and team-based projects, students will learn to think critically about how companies create, deliver, and capture value in competitive markets
Necessary prerequisites
–
Recommended prerequisites
–
| Forms of teaching and learning | Contact hours | Independent study time |
|---|---|---|
| Lecture | 2 SWS | 5 SWS |
| Exercise class | 1 SWS | 2 SWS |
| Tutorial | 2 SWS | 5 SWS |
| ECTS credits | 6 |
| Graded | yes |
| Workload | 180h |
| Language | German, English |
| Form of assessment | Written exam (90 min) |
| Restricted admission | no |
| Further information | For further information, requirements for participation, and examination prerequisites, please visit the chair´s website. |
Examiner |  | Prof. Dr. Florian Stahl |
| Frequency of offering | Spring semester |
| Duration of module | 1 semester |
| Range of application | B.Sc. Bus. Adm. |
| Preliminary course work | – |
| Program-specific Competency Goals | CG 1, CG 2, CG 4 |