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Selected Issues in Marketing I


Strategic Marketing

Lecture (14266.XXXX)

            Instructor: Dr. Nico Wiegand
            Date: April, 19th, 2017 - July, 26th, 2017
            Time: Wednesdays 16.00 - 19.15, Fridays 10.00 - 13.00
            Location: Room 410


The examination consists of a term paper and a presentation. Please keep in mind that you need to register for the examination within the corresponding registration period. It is NOT possible to register after the registration period. Written exams can be answered either in German or in English. Note that no responsibility is taken for the correctness of the information. Please refer to the Examination Office for all examination-related questions.

Zum Bestehen der Veranstaltung muss eine Seminararbeit angefertigt und eine Präsentation gehalten werden. Bitte beachten Sie, dass Sie sich nur innerhalb der vorgegebenen Fristen für die Klausur anmelden können. Es ist NICHT möglich, sich nach Ablauf der Frist nachträglich anzumelden. Schriftliche Prüfungen können auf Englisch oder auf Deutsch abgelegt werden. Es wird keine Verantwortung für die Richtigkeit der Informationen übernommen. Bitte informieren Sie sich beim Prüfungsamt über alle klausurbedingten Fragen.


The term “strategy” is one of the most overused terms in business. There is a strategy for everything: acquisition and loyalty strategies, digital, retail, mobile, experience, and market entry strategies among many others. This course approaches the strategy discussion from a new angle, going back to the basic question “What is Strategy” and in particular “What is Marketing Strategy”? As often in management, that depends. It depends on how you define Marketing.

We introduce the concept of marketing strategy using analogies from sports to determine (1) which playing field to choose, (2) what rules to obey, and (3) how to behave on the field, i.e., what strategy to implement.

The course includes lectures and guest lectures, as well as case study exercises and a written group analysis of strategy and positioning of actual companies in their relevant markets. There will be no final exam.