MKT 401: Strategic Marketing and Marketing in Specific Industry Contexts


  • 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 learningContact hoursIndependent study time
Lecture2 SWS7 SWS
Exercise class1 SWS3 SWS
Tutorial1 SWS3 SWS
ECTS credits6
Graded yes
Form of assessmentWritten exam (90 min, 100%)
Restricted admissionno
Further informationRegistration required for simulation. Further information is available on the website of the Chair.
Performing lecturer
Prof. Dr. Sabine Kuester
Prof. Dr. Sabine Kuester
Frequency of offeringSpring semester
Duration of module 1 semester
Range of applicationB.Sc. BWL
Preliminary course workParticipation in Simulation
Program-specific Competency GoalsCG 1, CG 2, CG 4
LiteratureThe required readings for this course are:
  • Lecture slides and
  • Homburg, Christian, Kuester, Sabine, and Harley Krohmer (2013) , Marketing Management – A Contemporary Perspective (second edition) , McGraw – Hill Higher Education , London.
We will upload the lecture slides module-wise on ILIAS on Fridays preceding the respective course modules. The book is available in the major book stores in the vicinity of the university. There are also copies available at the University library and in online bookshops.
Course outlineDetailed information about the course can be found in the course syllabus on the chair's website.