MKT 401: Strategic Marketing – Competing in Evolving Industries and Markets
Contents
MKT 401 – Strategic Marketing is an advanced undergraduate course that provides students with the frameworks, tools, and analytical capabilities needed to formulate and implement marketing strategies in complex and dynamic environments. The course explores how organizations transition from transactional to relationship marketing, and how marketing leaders drive business growth in increasingly customer-centric and data-driven landscapes.
Learning outcomes
Students will learn how to integrate market analysis, marketing analytics, brand positioning, competitive strategy, and global marketing dynamics into a cohesive strategic marketing plan. The course also emphasizes the role of AI, automation, and MarTech in shaping modern marketing functions, including hyper-personalization, real-time analytics, and influencer-driven growth.
This course equips students with the critical thinking and practical skills needed to operate as strategic marketing professionals in both corporate and entrepreneurial settings.
Necessary prerequisites
For more information, requirements for participation, and examination prerequisites, please visit the chair´s website.
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. |
Examiner Performing lecturer |  | Prof. Dr. Florian Stahl Prof. Dr. Florian Stahl |
| Frequency of offering | Spring semester |
| Duration of module | 1 semester |
| Range of application | B.Sc. BWL |
| Preliminary course work | Participation in Simulation |
| Program-specific Competency Goals | CG 1, CG 2, CG 4 |