| Termin/e |
Di, 15.09.2026, 12:15 - 14:00 Uhr, 3.B58
Di, 22.09.2026, 12:15 - 14:00 Uhr, 3.B58
Di, 29.09.2026, 12:15 - 14:00 Uhr, 3.B58
Di, 06.10.2026, 12:15 - 14:00 Uhr, 3.B58
Di, 13.10.2026, 12:15 - 14:00 Uhr, 3.B58
Di, 20.10.2026, 12:15 - 14:00 Uhr, 3.B58
Di, 27.10.2026, 12:15 - 14:00 Uhr, 3.B58
Di, 03.11.2026, 12:15 - 14:00 Uhr, 3.B58
Di, 10.11.2026, 12:15 - 14:00 Uhr, 3.B58
Di, 17.11.2026, 12:15 - 14:00 Uhr, 3.B58
Di, 24.11.2026, 12:15 - 14:00 Uhr, 3.B58
Di, 01.12.2026, 12:15 - 14:00 Uhr, 3.B58
Di, 15.12.2026, 12:15 - 14:00 Uhr, 3.B58
Di, 05.01.2027, 12:15 - 13:45 Uhr (Prüfung) |
| Inhalt |
At the heart of marketing lies a fundamental exchange process, in which firms create and deliver value for customers, and in exchange, receive and capture value from customers. The strategic marketing goal of a firm is to find a sustainable market position that allows the firm to create, deliver and capture more customer value than its competitors.
This course relates marketing activities to some of the key strategic decisions that are necessary in running a business: choosing customers, defining and creating value, delivering and appropriating value, and sustaining value against competitors.
By the end of the course, you will have acquired a certain savvy about developing and evaluating marketing strategy. This does not mean having memorized an arsenal of “rules”. |
| Lernziele |
On completion of this course, students should have reached the following learning outcomes:
Topic specific knowledge and skills:
You have gained substantial knowledge that allows you to make key marketing decisions, based on data analytics:
1. How to manage customer heterogeneity (e.g., how to use data to identify customers segments)?
2. How to manage customer dynamics (e.g., how to assess customer value)?
3. How to create and manage sustainable competitive advantage (e.g., through branding, offerings, and relationships)?
4. How to manage resource trade-offs in marketing strategies (e.g., how to allocate the marketing budget wisely)?
5. For points 1. - 4., you will have learned appropriate analytics methods that take you from the data to marketing strategies.
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