MKT 401: Strategic Marketing and Marketing in Specific Industry Contexts
Contents
- Marketing strategy
- Marketing in specific contexts (service, business-to-consumer marketing, business-to-business marketing, international marketing, and digital marketing)
- Customer segmentation, positioning and targeting
Learning outcomes
Students are able to apply marketing-specific knowledge, to identify and address strategic challenges and those resulting from institutional industry contexts (services, B2C, B2B, international and digital markets).
Students are aware of cultural differences and characteristics and understand their influences on corporate processes and marketing.
Students understand ethical and social implications of corporate decisions.
Students understand the strategic and institutional perspectives and will be able to develop and implement marketing strategies.
Necessary prerequisites
semester 6 or higher
Recommended prerequisites
MKT 301 Marketing I
| Forms of teaching and learning | Contact hours | Independent study time |
|---|---|---|
| Lecture | 2 SWS | 7 SWS |
| Exercise class | 1 SWS | 3 SWS |
| Tutorial | 1 SWS | 3 SWS |
| ECTS credits | 6 |
| Graded | yes |
| Workload | 180h |
| Language | English |
| Form of assessment | Written exam (90 min, 100%) |
| Restricted admission | no |
| Further information | Registration required for simulation. Further information is available on the website of the Chair. |
Examiner Performing lecturer |  | Prof. Dr. Sabine Kuester Prof. Dr. Sabine Kuester |
| Frequency of offering | Spring semester |
| Duration of module | 1 semester |
| Range of application | B.Sc. Bus. Adm. |
| Preliminary course work | Participation in Simulation |
| Program-specific Competency Goals | CG 1, CG 2, CG 4 |
| Literature | The required readings for this course are:
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| Course outline | Detailed information about the course can be found in the course syllabus on the chair's website. |