Advanced Seminar in Marketing, Strategy, Leadership & Management: International Marketing Strategy

What it is about

You deal with marketing strategy for small and medium-sized enterprises (the Mittelstand) in an international context. In the end you can create a practice-oriented marketing plan that covers goals, measures, budget and metrics.

What you will be able to do

Understand marketing strategy in an international context
Derive marketing goals based on analyses
Formulate strategic planning for an existing company
Develop an action plan with budget and measurable indicators
Set performance standards for measuring success
Create business-like documents
Improve non-verbal communication

What the module consists of

Seminar / GruppenarbeitDevelopment of a marketing-oriented group project (marketing plan) as the central task
Vorlesung / FrontalConveying fundamentals and guidelines through input lectures
Diskussionen / In-classExchange and deepening of content in the seminar

Teaching method

Frontal lecturesIntroduction to theories and guidelines
In-class discussionsReflection and exchange on content and case studies
Group work (during and outside of sessions)Creation of the practical marketing plan in teams
Self-made case studiesApplying theoretical concepts to concrete business situations

Assessment

Group workPresentationProject documentation

The group submits a presentation (about 30 slides) as the examination performance; this counts for 100% of the group grade. The evaluation is performed on 100 points: 20 points for data collection/analysis (Chapter 1), 25 points for strategy selection and marketing goals (Chapter 2), 25 points for the action plan including budget (Chapter 3), 5 points for metrics/performance standards (Chapter 4) and 25 points for the business-like document with data basis. Individual group members can earn an additional grade point as a bonus through an in-class attitude defined in the course. No information about duration or aids is provided.

Reading list

Donnelly, J. H. & Peter J. P. - Preface to Marketing Management
Lehmann, D. R. & Winer, R. S. - Analysis for Marketing Planning

Dates

SeminarAdvanced Seminar Marketing, Strategy, Leadership & Management (MGT001310, englisch): International Marketing Strategy (Limited places)4 groups to choose from

AThu09:00–18:30Externer Ort (siehe Anmerkung)once on 19.11.
BFri09:00–18:30Externer Ort (siehe Anmerkung)once on 20.11.
CWed09:00–18:30Externer Ort (siehe Anmerkung)once on 18.11.
DSat09:00–18:30Externer Ort (siehe Anmerkung)once on 21.11.

From the current semester, not binding. You attend one of several groups; the timetable automatically suggests the one with the fewest clashes.

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