Seminar Marketing Assets (Winter Semester)
The seminar “Marketing Assets” seeks to provide students with insights and tools to identify and quantify how to value marketing actions and marketing assets. Demonstrating the contribution of marketing efforts is important, for instance, when deciding whether a major marketing action is worth taking or when setting budgets and measuring marketing performance. This block seminar is therefore devoted to understanding the payoff firms can realize from their marketing efforts.
Participants are required to conduct their own research project within a group of 3-5 students. Each group has to write one research paper and present the results in class. The research projects are empirical and require the assembling, managing and analyzing of a unique data set. Therefore, a basic knowledge of statistical analyses is beneficial.
Strategic Market Management (Winter Semester)
The course "Strategic Market Management" is designed for students interested in understanding competitive market strategies. Firms operate in dynamic marketplace environments in which not only consumers but also competition, technology and market forces constantly redefine the industry. Fundamental to firm success therefore is a coherent marketing strategy that is characterized by a firm’s capacity to constantly monitor and swiftly respond to market opportunities. This course will examine various elements of marketing strategy, such as market orientation, customer and competitor analysis, and customer value delivery, among others. We will not pay attention to the tactical decisions or behavioral models of marketing decision-making but instead analyze and develop strategies at the firm, inter-organization, and industry level. The core of the class is a set of case studies.