Course Language: German

Qualification Objectives:

This module aims to provide in-depth knowledge (theories and methods) of strategic marketing decisions. Students will learn to identify strategic marketing challenges, gather relevant information, and make well-founded strategic decisions. They will understand the importance of value creation for achieving competitive advantages and will be able to identify and evaluate opportunities for creating such value.

Content:

In competitive markets, long-term business success depends on providing customers with a unique form of value. There are various ways to create this value—for example, through cost leadership and low prices or through the psychological positioning of products and brands. Against this background, the course discusses key questions of positioning (what kind of value can/should we offer? and consequently: what do we want to stand for?) as well as target group identification (for whom is the value created?). For each of these decision areas, the course presents appropriate decision-making tools. These include, for instance, methods for measuring customer expectations and needs, segmentation approaches (such as cluster analysis), image measurement, and customer satisfaction measurement. The course also addresses aspects of brand management that are closely linked to strategic positioning.

Contact hours and ECTS: Lecture and tutorial, 3 contact hours per week (TWS), 5 ECTS credits
Trimester: Spring trimester in the first year of study (2nd trimester)

This module is a required course in the specialization Strategy, Management, and Market and an elective in Supply Chain Management. It can also be credited toward the elective module area Selected Aspects of Business and Management.