| Detailed information |
| Pre-requisites |
(*)keine (die Zulassung zum Studium vorausgesetzt)
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| Original study plan |
Master's programme Management 2019W |
| Objectives |
The principal objective of this course is to help students to develop a critical appreciation of both the opportunities and challenges associated with marketing management in the 21st century. During the semester, students will learn about:
- Acknowledge the changing role of marketing management over time,
- Understand the challenges facing marketing managers today,
- Understand the role of technology in managing customer relationships,
- Evaluate marketing strategies and actions based on high-level data interpretation, and
- Be able to communicate marketing insights, and identify opportunities for firms to improve their marketing-activity performance.
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| Subject |
This course offers an applied framework for marketing programmes and actions. Consequently, the course is organised around the decisions of marketing managers. Topics of the course include, but are not limited to digitalisation, consumer insights, customer engagement, etc.
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| Criteria for evaluation |
Group presentation (40%), Final exam (60%)
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| Methods |
The teaching and learning strategy is designed to
- develop an advanced understanding of the nature and scope of marketing management;
- gain a sound and critically informed knowledge of methods and frameworks of marketing management and
- apply these in relevant marketing contexts.
The core teaching method includes weekly lectures and weekly interactive tutorials.
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| Language |
English and French |
| Study material |
To be announced
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| Changing subject? |
No |
| Corresponding lecture |
(*)973GMCPMARK10: Master Course Dimensions of Marketing Theory and Managerial Application (6 ECTS)
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