Markets & Strategies

Dozent/in	Prof. Dr. Leif Brandes
Veranstaltungsart	Seminar
Code	FS241001
Semester	Frühjahrssemester 2024
Durchführender Fachbereich	Wirtschaftswissenschaften
Studienstufe	Master
Termin/e	Di, 20.02.2024, 14:15 - 16:00 Uhr, 3.B01 Di, 27.02.2024, 14:15 - 16:00 Uhr, 3.B01 Di, 05.03.2024, 14:15 - 16:00 Uhr, 3.B01 Di, 12.03.2024, 14:15 - 16:00 Uhr, 3.B01 Di, 19.03.2024, 14:15 - 16:00 Uhr, 3.B01 Di, 26.03.2024, 14:15 - 16:00 Uhr, 3.B01 Di, 09.04.2024, 14:15 - 16:00 Uhr, 3.B01 Di, 16.04.2024, 14:15 - 16:00 Uhr, 3.B01 Di, 23.04.2024, 14:15 - 16:00 Uhr, 3.B01 Di, 30.04.2024, 14:15 - 16:00 Uhr, 3.B01 Di, 07.05.2024, 14:15 - 16:00 Uhr, 3.B01 Di, 14.05.2024, 14:15 - 16:00 Uhr, 3.B01 Di, 21.05.2024, 14:15 - 16:00 Uhr, 3.B01 Di, 28.05.2024, 14:15 - 16:00 Uhr, 3.B01
Umfang	2 Semesterwochenstunden
Turnus	weekly
Inhalt	This seminar provides an in-depth treatment of key considerations in building effective marketing strategies. The seminar builds on your knowledge of marketing strategies from “Advanced Marketing Management”, and uses academic articles, practitioner-oriented articles (e.g., from Harvard Business Review), case studies and in-class exercises to illustrate state-of-the-art developments in strategic marketing (e.g., in online relationship marketing, how the role of brands has changed in the digital world) and marketing analytics, and provides guidelines for successful strategy development and implementation. This will be a highly interactive format, in which students are expected to develop and share their own ideas and insights from the articles and cases, and participate in class discussions and exercises.
Lernziele	Upon seminar completion, students will have achieved the following learning outcomes: Topic-specific skills and knowledge 1. Students have a comprehensive, in-depth knowledge about state-of-the-art developments in strategic marketing. 2. Students have a comprehensive, in-depth knowledge about state-of-the-art developments in marketing analytics. Transferable skills and knowledge: 3. Students will practice their presentation skills. 4. Students will practice their analytical skills in evaluating the contributions, methods, and limitations of research papers and conceptual models in marketing. 5. Students will practice their discussion skills.
Voraussetzungen	Successful completion of Advanced Marketing Management is required. No exceptions will be made.
Sprache	Englisch
Begrenzung	Max. 20 participants Minimum number of participants: 4
Anmeldung	To attend the course / exercise, registration via e-learning platform OLAT is required. Registration is possible from 5 February – 1 March 2024. The students themselves are responsible for checking the creditability of the course to their course of study. Direct link to OLAT course: https://lms.uzh.ch/url/repositoryentry/17498505468
Leistungsnachweis	***IMPORTANT*** In order to acquire credits, resp. to take the examination, registration via the Uni Portal within the examination registration period is ESSENTIALLY REQUIRED. Further information on registration: www.unilu.ch/wf/pruefungen
Abschlussform / Credits	40% In-class, 60% Group Presentation / 4.5 Credits
Hörer-/innen	Nein
Kontakt	leif.brandes@unilu.ch
Anzahl Anmeldungen	4 von maximal 20