Strategy and Marketing

None

• Processes of strategic management, strategic analysis of the company and its environment, strategy and strategy development, market and resource orientation
• Fundamentals of market and marketing research: tasks, methods of information acquisition and evaluation
• Basics of strategic marketing: marketing opportunities, target markets, marketing strategies (target system, market participant strategies, market segmentation, market cultivation strategies, positioning, market field strategies, competitive strategies)
• Marketing mix: product policy, pricing policy, distribution policy, communication policy

Strategic management and targeted marketing is increasingly critical in our increasingly volatile, uncertain, complex and ambiguous environment (VUKA). Companies are often forced to realign themselves quickly, adapt strategies comprehensively or establish new business models. The aim is to provide students with a basic understanding of management, in particular of corporate management with a special view of marketing, as well as current methods and instruments of marketing.

Functional- and methodological competences (F/M)

• Students know different strategies of companies and are able to choose between and implement strategies according to the requirements and goals of the company. In addition, they understand the role of marketing in modern companies/organizations and the importance for corporate success.
• Students have a strategic toolkit for the professional management of core competencies, technologies and innovations and apply the respective instruments in a targeted manner.
• Students know the goals and tasks of a market-oriented management and name the tasks and responsibilities of marketing and to outline the different forms of organizational integration in companies.
• Students explain and apply the basic terms, methods and instruments used in marketing. In addition, they can develop marketing strategies as a basis for successful creative solutions and derive and plan corresponding marketing activities. In addition, they are familiar with the concept of the marketing mix and can assign the elements for designing the marketing mix to the different objectives.
• Students propose and justify a segmentation for a defined market and can form suitable target groups for the design of the marketing mix as well as suggest a meaningful positioning. In addition, they are able to develop and justify a generic marketing mix for a given situation.
• Students understand the concept of a value proposition and the motives of those involved in the sales process.

In addition, social and communicative competencies (S/K) such as the ability to work in a team/cooperate, empathy, critical ability, leadership competence, motivational ability, reliability as well as personal competencies (S) such as decision-making ability, willingness to take responsibility, initiative, scientific work, expressiveness, appearance are trained.

Integrated course: 1 THW together and 1 THW in two groups

Lectures with theoretical content, analysis and discussion of case studies, written work on a self-defined topic and its presentation in small groups.

• Written exam (70%)
• Teamwork in small groups (30%): presentation of results and written documentation

For a positive grade, a minimum of 50% of the possible points must be achieved in each part of the examination.

None

• Bea, Franz Xaver; Haas, Jürgen (2017): Strategisches Management. 9. Konstanz: UTB GmbH.
• Grabs, Anne; Bannour, Karim-Patrick; Vogl, Elisabeth (2016): Follow me!: Erfolgreiches Social Media Marketing mit Facebook, Twitter und Co. Die neue, umfassend erweiterte Auflage des Bestsellers! 4. Aufl. Bonn: Rheinwerk Computing.
• Kotler, Philip u.a. (2016): Grundlagen des Marketing. 6., aktualisierte Auflage. Hallbergmoos: Pearson Studium.
• Kreutzer, Ralf T. (2017): Praxisorientiertes Marketing: Grundlagen - Instrumente - Fallbeispiele. 5., überarb. u. erw. Aufl. Wiesbaden: Springer Gabler.
• Kreutzer, Ralf T. (2018): Praxisorientiertes Online-Marketing: Konzepte - Instrumente - Checklisten. 3., vollst. überarb. u. erw. Aufl. Wiesbaden: Springer Gabler.
• Löffler, Miriam (2014): Think Content!: Content-Strategie, Content-Marketing, Texten fürs Web. 1. Aufl. Bonn: Galileo Computing.
• Reisinger, Dr Sabine; Gattringer, Dr Regina; Strehl, Prof Dr Franz (2017): Strategisches Management: Grundlagen für Studium und Praxis. 2., aktualisierte und erweiterte Auflage. Hallbergmoos: Pearson Studium.

In-class lecture: Compulsory attendance at the presentations