M.184.3112 Marketingstrategie | |
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(Marketing Strategy) |
Koordinator (coordinator): | Prof. Dr. Lena Steinhoff |
Ansprechpartner (contact): | Anke Markert (anke.markert[at]uni-paderborn.de) Andrea Hampel (andrea.hampel[at]uni-paderborn.de) |
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): | ||||||
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Nummer / Name (number / title) |
Art (type) |
Kontaktzeit (contact time) |
Selbststudium (self-study) |
Status (P/WP) (status) |
Gruppengröße (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): | ||||||
Keine |
Empfohlene Voraussetzungen (prerequisites): |
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M.184.1102 Management M.184.1103 Einführung in die Wirtschaftswissenschaften |
Inhalte (short description): |
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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): |
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Fachkompetenz Wissen (professional expertise): |
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Fachkompetenz Fertigkeit (practical professional and academic skills): |
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Personale Kompetenz / Sozial (individual competences / social skills): |
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Personale Kompetenz / Selbstständigkeit (individual competences / ability to perform autonomously): |
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Prüfungsleistungen (examinations) | |||
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Art der Modulprüfung (type of modul examination): Modulabschlussprüfung | |||
Art der Prüfung (type of examination) |
Umfang (extent) |
Gewichtung (weighting) | |
a) | Klausur | 90 Min. | 100.00 % |
Studienleistung / qualifizierte Teilnahme (module participation requirements) |
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Nein |
Voraussetzungen für die Teilnahme an Prüfungen (formal requirements for participating in examinations) |
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Keine |
Voraussetzungen für die Vergabe von Credits (formal requirements for granting credit points) |
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Die Vergabe der Credits erfolgt, wenn die Modulnote mindestens „ausreichend“ ist |
Gewichtung für Gesamtnote (calculation of overall grade) |
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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) |
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B.Sc. International Business Studies, B.Sc. Wirtschaftsinformatik, B.Sc. Wirtschaftswissenschaften |
Umfang QT (participation requirements): |
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Lernmaterialien, Literaturangaben (learning material, literature): |
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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): |
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Language of instruction: English |