Modulhandbuch (Module manual)

M.184.3112 Marketingstrategie
(Marketing Strategy)
Koordinator (coordinator): Prof. Dr. Lena Steinhoff
Ansprechpartner (contact): Anke Markert (anke.markert[at]
Andrea Hampel (andrea.hampel[at]
Credits: 10 ECTS
Workload: 300 Std (h)
Semesterturnus (semester cycle): WS
Studiensemester (study semester): 3-6
Dauer in Semestern (duration in semesters): 1
Lehrveranstaltungen (courses):
Nummer / Name
(number / title)
(contact time)
Status (P/WP)
(group size)
a) K.184.31121 / Marketingstrategie Vorlesung / Übung 60 Std (h) 240 Std (h) P 100 TN (PART)
Wahlmöglichkeiten innerhalb des Moduls (Options within the module):
Empfohlene Voraussetzungen (prerequisites):

​M.184.1102 Management

M.184.1103 Einführung in die Wirtschaftswissenschaften

Inhalte (short description):

​This module familiarizes students with the key concepts and state-of-the-art methods of marketing strategy, enabling them to strategically analyze and solve marketing problems from a decision makers' perspective. The module consists of two building blocks. First, in the lecture series on “Marketing Strategy First Principles", students will get to know the four first principles of marketing strategy. Specifically, most of the frameworks, processes, and analyses developed by marketing researchers, consultants, and managers are focused on solving four fundamental marketing problems (i.e., the first principles): (1) all customers differ, (2) all customers change, (3) all competitors react, and (4) all resources are limited. Second, in the exercise series on “Marketing Strategy Data Analytics", students will get to know the benefits of using a systematic databased and analytical approach to marketing decision-making. Specifically, by working on real-world case studies, students will develop analytic competencies pertaining to each of the four first principles. For example, they will learn how to measure customer preferences, recognize different ways to segment markets, identify attractive customers to target, determine the best positioning of a brand, and develop new products that add value. ​

Lernergebnisse (learning outcomes):
Fachkompetenz Wissen (professional expertise):

​Students …

  • understand and effectively use the fundamental frameworks, processes, and analysis tools of marketing strategy
  • understand how the first principles approach to marketing strategy helps firms organize the analytics opportunity and challenge in today's data era

  • Fachkompetenz Fertigkeit (practical professional and academic skills):

    ​Students …

  • apply the first principles of marketing strategy to solve business problems
  • use and execute data analytic techniques and case studies to understand how to solve marketing analytics problems in a scientific and process-driven manner

  • Personale Kompetenz / Sozial (individual competences / social skills):

    ​Students …

  • gain experience in solving business cases in teams
  • improve their English communication skills

  • Personale Kompetenz / Selbstständigkeit (individual competences / ability to perform autonomously):

    Students …

  • learn to independently apply knowledge acquisition strategies
  • independently identify, critically reflect, and select managerial decision alternatives with regard to marketing strategy decisions

  • Prüfungsleistungen (examinations)
    Art der Modulprüfung (type of modul examination): Modulabschlussprüfung
    Art der Prüfung
    (type of examination)
    a) Klausur 90 Min. 100.00 %
    Studienleistung / qualifizierte Teilnahme (module participation requirements)
    Voraussetzungen für die Teilnahme an Prüfungen (formal requirements for participating in examinations)
    Voraussetzungen für die Vergabe von Credits (formal requirements for granting credit points)
    Die Vergabe der Credits erfolgt, wenn die Modulnote mindestens „ausreichend“ ist
    Gewichtung für Gesamtnote (calculation of overall grade)
    Das Modul wird mit der doppelten Anzahl seiner Credits gewichtet (Faktor: 2)
    Verwendung des Moduls in den Studiengängen (The module can be selected in the following degree programmes)
    B.Sc. International Business Studies, B.Sc. Wirtschaftsinformatik, B.Sc. Wirtschaftswissenschaften
    Umfang QT (participation requirements):
    Lernmaterialien, Literaturangaben (learning material, literature):
    Palmatier, R. W.; Sridhar, S. (2021). Marketing Strategy: Based on First Principles and Data Analytics, 2. Aufl., London: Red Globe Press.
    Sonstige Hinweise (additional information):

    ​Language of instruction: English

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