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Internationale Betriebswirtschaftslehre

Strategic Marketing (formerly "Marketingplanung")

Exam number: 3273 (3267)

Semester: from 4th semester (Schwerpunktbildung)

Duration of the module: One semester

Form of the module (i.e. obligatory, elective etc.): Elective

Frequency of module offer: Each winter semester

Prerequisites: Builds upon the module Marketing. Successful completion of basic studies recommended.

Applicability of module for other study programmes:
Obligatory or elective in other study programmes. For further information check regulations of the study programme.

Person responsible for module: Prof. Dr. Martin Eisend

Name of the professor: Prof. Dr. Martin Eisend, Dr. Silke Knoll

Language of teaching: English (formerly conducted in German language under the title "Marketingplanung")

ECTS-Credits (based on the workload): 6

Workload and its composition (self-study, contact time):
Contact time (lecture, tutorial etc.): 33.75 hours, self-study 146.25 hours

Contact hours (per week in semester): 3

Methods and duration of examination:
Successfully written exam (120 min)

Emphasis of the grade for the final grade: Please refer to the regulations of the study program.

Aim of the module (expected learning outcomes and competencies to be acquired):
The course provides a thorough introduction to strategic marketing. Participants will acquire and understand major concepts, procedures, and theories in strategic marketing. They will gain and develop analytical skills in order to analyze and to understand strategic marketing of companies.

Contents of the module:
- The Information Basis of Marketing Planning
- Market-Oriented Corporate Planning
- Market-Oriented Business Unit Planning
- Planning the Marketing Mix, Implementation and Control
- Brand Management
- Global Marketing
- Marketing Ethics

Teaching and learning methods:
Lecture with integrated exercise elements, self-studies.

Literature (compulsory reading, recommended literature):
The compulsory and recommended literature is indicated in the syllabus.

Further information:
Registration in Moodle Viadrina required.