The course aims to provide students with an in-depth view into the marketing planning and execution process. This involves revisiting the tools that may be used for effectively planning a marketing strategy as well as the instruments that are used for executing that strategy. A special emphasis will be placed on evaluating the assumptions behind the marketing planning process and on assessing the effectiveness of specific marketing instruments from a psychological perspective. As part of the course, we will transfer the theoretical knowlegde gleaned in class to real-world case studies.
The course aims to provide students with an in-depth understanding of how companies can devise an effective marketing strategy and how they can implement that strategy through the use of specific marketing instruments. Specifically, the course intends to familiarize students with the assumptions associated with marketing planning and to help them assess the effectiveness of marketing instruments from a psychological perspective. Another aim of the course is to enable students to transfer the knowledge gleaned in class to real-life settings. To this end, case studies will be discussed in class with the lecturer and a solution space for these case studies will be developed jointly. Students are expected to read these case studies in advance and to take an active part in the discussion. Thus, the course also aims to help students to improve their reasoning skills and their communication abilities.
Basic knowledge in marketing (e.g., Absatz und Beschaffung)
Further information on this course and the application procedure can be obtained on CAMPUS.