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Selected Issues in Marketing I

Strategic Marketing

Lecture (14266.0009)

            Instructor: Dr. Nico Wiegand
            Dates: May, 20th - July, 11th 2019, please check KLIPS for course dates
            Location: Seminarroom 410 (Wiso-Building) and Seminarroom 3 (Modulbau)


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 question “What is Strategy” and in particular “What is Marketing Strategy”? And how does it differ from Marketing Operations?

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. With the help of many real-world examples and case studies, students will learn how to strategically position products, when it is necessary to break the rules, and how innovative companies such as TESLA, UBER, and Amazon, but also old ships like Best Buy and Nintendo use strategic marketing decisions to achieve a premium spot in consumers’ minds.

The course includes lectures and guest lectures, as well as case study exercises and a written group analysis of marketing strategy in two innovative start-ups (Finne Brewery, Fond of Bags). There will be no final exam.

Learning Objectives

Students will learn what we mean by “strategy” and distinguish marketing strategy from other types of strategy as well as marketing operations within the firm. They will learn how to choose the relevant market, target the right consumers, and position their brand uniquely in a competitive environment. A plethora of short cases and examples helps understand how marketing strategy works at the heart of commercial success of many marketing-driven organizations today (e.g., Apple, Amazon, BMW, Netflix, Tesla, Zappos, and many more).