International Business Studies FT
Apply Icon

Strategic Marketing

level of course unit

2. Study cycle, Master

Learning outcomes of course unit

The students:
• are able to define possible marketing goals based on a well-founded as-is analysis, which can be derived from corporate goals and are based on the identification of long-term trends and development potential.
• can develop marketing strategies to achieve these goals along the marketing mix factors.
• select the key figures that are relevant for monitoring the achievement of objectives and know how to apply them.

prerequisites and co-requisites


course contents

• Strategy process, consisting of analysis, development, conception and realization
• As-is analysis of the marketing-relevant environment (market, industry, business models) and of marketing in your own company
• Definition of possible marketing goals (among others with the approach of "segmenting, targeting, positioning")
• Development of marketing strategies for goal attainment under marketing strategy aspects
• Key figures on degrees of goal attainment and their monitoring

recommended or required reading

• West, Douglas et al.: Strategic Marketing – Creating Competitive Advantage. Oxford University Press (latest edition)
• 1-2 current journal articles (e.g. American Marketing Journal, Marketing Review St. Gallen)

assessment methods and criteria

Online tasks, term paper, presentation, exam

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

Blended Learning

semester/trimester when the course unit is delivered


name of lecturer(s)

Prof. (FH) Dr. Peter Dietrich

course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)