Strategic Marketing & Marketing Planning
level of course unit
Learning outcomes of course unit
The course Strategic Marketing and Marketing Planning concentrates on preparing students for the advanced modules of their studies. The students are familiar with the entire range of marketing instruments and how they can be used in marketing practice. They understand which marketing theories underlie the marketing process and strategic instruments.
The students understand strategic marketing considerations and have a basic understanding of entrepreneurial thinking.
prerequisites and co-requisites
The course Strategic Marketing and Marketing Planning addresses basic concepts, theories and concepts in the eLearning modules, and these are further deepened in the classroom course. The students learn to understand the basic concepts of marketing such as needs, desires, demand, benefit promises and through the inclusion of the STM Models (Segmentation, Targeting & Positioning Model) the marketing management process becomes an understandable cycle. For an optimal
basis, the marketing mix and the customer journey are also used as central instruments. Once the fundamentals have been worked out, the position of marketing in strategic planning is examined in more detail. Strategies for successful positioning, growth potential or implementation of market positioning, for example, are incorporated into the overall concept and the necessary tools such as SWOT analysis, portfolio or Ansoff matrix are used.
recommended or required reading
•Kotler, P., Amstrong, G., Harris, L.C., and Piercy, N., J. (2019). Grundlagen des Marketing. 7. Auflage, Essex: Pearson Studium.
•Homburg, Ch. (2017). Marketing Management. Strategie – Instrumente - Umsetzung - Unternehmensführung, 6. Auflage, Wiesbaden: Springer Gabler.
•Wirtz, J., and Lovelock, Ch. (2016). Services Marketing: People, Technology, Strategy, 8th edition, Singapur: World Scientific Publication.
•Kotler, P., Keller, K.L., and Opresnik, M.O. (2017). Marketing-Management, Hallbergmoos: Pearson Deutschland GMBH.
assessment methods and criteria
Presentation and/or seminar paper, online test
language of instruction
number of ECTS credits allocated
eLearning quota in percent
planned learning activities and teaching methods
Integrated course, group work, case studies, discussions, e-learning
semester/trimester when the course unit is delivered
name of lecturer(s)
English version will be available soon
year of study
recommended optional program components
course unit code
type of course unit
mode of delivery