Strategic Marketing

Elective module in the context of a specialisation in Marketing and E-Business
(formerly Marketing and Channel Management)
Modul M.WIWI-BWL.0095

Lecturer: Prof. Dr. Maik Hammerschmidt
Contact person: Tobias Wolf, M.Sc.

Target group:
  • BWL MSc. 2-3
  • BWL D ab 5
  • VWL D ab 5
  • WiP D ab 5
  • WiInf D ab 5
  • SOW D ab 5

Important notice:
Please note that the master lecture Strategic Marketing (M.WIWI-BWL.0095) will only be offered every 4th semester. In the winter term 2019/20 there is no lecture but two written exams will be offered. Before every exam, an exercise course to repeat the central content of the lecture will take place. Please see below the dates for the exercise courses and written exams. Please direct any inquiry to Tobias Wolf, M.Sc.. The next lecture will take place in the winter term 2020/21.
Admission requirements:
No admission requirements.

Learning outcomes/core skills:

After successful attendance, the students are able to critically discuss and apply the most important approaches for identifying key success factors for competitive and customer-oriented strategic marketing. They also understand concepts and approaches of customer-oriented corporate culture and organization. In this way, the students get to know methods that empower them to analyze and shape a firm’s strategic profile.

Contents of the lecture:

After developing a basic understanding of strategy-oriented management, a selection of strategy concepts and strategy dimensions is presented. Subsequently, the lecture focusses on competitive as well as customer orientation. The former contains the presentation of key instruments for competitive intelligence and designing competitive strategies. Customer orientation involves subjective and objective instruments to analyze cus-tomer satisfaction and customer loyalty as well as strategies of customer management and complaint management. The organizational implementa-tion of strategic management is part of the last chapter. In the course of this, formal and informal organizational structures as well as types of cor-porate culture are examined.


Written exam: 90 Min (6 CP)

Examination requirements:
Proof of knowledge of concepts and approaches of market-oriented man-agement, the ability to apply methods of the competitive and customer intelligence as well as the ability to develop strategy-oriented concepts based on these methods.

Date of written exam:
Date: Friday, 21.02.2020, 14:15 - 15:45
Room: ZHG 009

Date of second written exam:
Date: Wednesday, 01.07.2020, 08:15 - 09:45
Room: ZHG 011
Registration in FlexNow: until 24.06.2020 (cancellation until 30.06.2020)

Contents of the exercise:

The exercise recaps selected approaches of the lecture and deepens the knowledge to link different parts of the lecture and convey the “big pic-ture”. Moreover, through exercises and business cases students apply instruments of competitive intelligence as well as approaches to measure customer satisfaction, customer loyalty and the customer value.

Exercise course 1 - first examination: 24.01.2020, 10:00 - 18:00
Exercise course 2 - first examination: 31.01.2020, 10:00 - 18:00
Room: AP 26 (Goßlerstr. 10, 37073 Göttingen)

Exercise course 1 - second examination: available from calendar week 24 via StudIP
Exercise course 2 - second examination: available from calendar week 24 via StudIP

Recommended references for the lecture:
  • Aaker, D. A., & McLoughlin, D. (2010). Strategic Market Management: Global Perspectives. Chichester: Wiley
  • Backhaus, K., & Schneider, H. (2009). Strategisches Marketing (2. Auflage). Stuttgart: Schäffer-Poeschel.
  • Bea, F. X. / Haas, J.: Strategisches Management, 8. Auflage, Stuttgart, 2016
  • Becker, J. (2013). Marketing- Konzeption: Grundlagen des zielstrategischen und operativen Marketing-Managements (10. Auflage). München: Vahlen.
  • Cornelsen, J. (2000). Kundenwertanalysen im Beziehungsmarketing . Nürnberg: GIM.
  • Homburg, C. (2017). Marketingmanagement: Strategie - Instrumente - Umsetzung - Unternehmensführung (6. Auflage). Wiesbaden: Springer-Gabler.
  • Homburg, C. (2016). Kundenzufriedenheit: Konzepte - Methoden – Erfahrungen (9. Auflage). Wiesbaden: SpringerGabler.
  • Homburg, C., & Pflesser, C. (2000). A Multiple-Layer Model of Market-Oriented Organizational Culture, Journal of Marketing Research, 37(4), S. 449-462.