Details

Fakultät	Wirtschafts- und Sozialwissenschaftliche Fakultät
Bereich	Betriebswirtschaftslehre
Code	UE-EGE.00107
Sprachen	Englisch
Art der Unterrichtseinheit	Vorlesung
Kursus	Master
Semester	HS-2025

Zeitplan und Räume

Vorlesungszeiten	Freitag 13:15 - 16:00, Wöchentlich, PER 21, Raum E230 (Herbstsemester)
Stunden pro Woche	3

Unterricht

Dozenten-innen	Furrer Olivier
Assistenten	Baillod Chloé Landry Mikèle
Beschreibung	Marketing strategy refers to an organization’s integrated pattern of decisions that specify its crucial choices concerning products, markets, marketing activities and marketing resources in the creation, communication and/or delivery of products that offer value to customers in exchanges with the organization and thereby enables the organization to achieve specific objectives
Lernziele	At the completion of this course, students should be able to: • Use the key elements in developing marketing strategy and planning a marketing program. • Enhance problem-solving abilities in operational areas of marketing by providing you with a set of analytical tools (i.e., frameworks, concepts, models, and techniques). • Present examples of how firms organize their marketing efforts across a broad range of business settings (e.g., consumer packaged goods, pharmaceutical, telecommunications, financial services, B2B markets) to develop sales and/or share. • Bridge the disciplines of marketing and strategic management • Present and defend recommendations, and critically examine others’ recommendations
Zugangsbedingungen	Prerequisite: Successful completion of an introductory course in Marketing, Marketing Research, Strategic Management
Soft Skills	Nein
ausserhalb des Bereichs	Nein
BeNeFri	Ja
Mobilität	Ja
UniPop	Nein

Dokument

Bibliographie

Sudharshan, D. (1995), Marketing Strategy: Relationships, Offerings, Timing & Resource Allocation, Prentice Hall: Englewood Cliffs, NJ.  Palmatier, R. W. and Crecelius, A. T. (2019). “The “first principles” of marketing strategy,” AMS Review, 9(1), 5–26. Palmatier, R. W. and Sridhar, S. (2021), Marketing Strategy Based on First Principles and Data Analytics. Second Edition. Red Globe Press: London.

Schriftliche Prüfung - FS-2026, Wiederholungssession 2026

Bewertungsmodus	Nach Note
Beschreibung	Examination time: 90 Min. Re-assessment only

Fortlaufende Evaluation und schriftliche Prüfung - HS-2025, Wintersession 2026

Datum	15.01.2026 14:00 - 15:30
Bewertungsmodus	Nach Note
Beschreibung	Examination time: 90 Min. Course with continuous evaluation: after the registration period, you can no longer cancel your registration (see session calendar on the Faculty's website). The group work counts for 40% of the final grade, but only if the exam grade is 3.0 or above. If the exam grade is less than 3.0, only the exam counts for the course evaluation.