WIW35040 – Strategic Marketing

Module
Strategic Marketing
Strategic Marketing
Module number
WIW35040
Version: 1
Faculty
Business Administration
Level
Master
Duration
1 Semester
Semester
Summer and Winter semester
Module supervisor

Prof. Dr. Christian Brauweiler
Christian.Brauweiler(at)fh-zwickau.de
Lecturer(s)

Lecturer of the Kazakh-American Free University (KAFU)

Course language(s)

English
in "Strategic Marketing"
ECTS credits

5.00 credits

Workload

150 hours

Courses

4.00 SCH (2.00 SCH Vorlesung | 2.00 SCH Seminar)
Self-study time

90.00 hours

Pre-examination(s)

Participation
in "Strategic Marketing"
Examination(s)

mündliche Prüfungsleistung
Module examination | Examination time: 60 min | Weighting: 100% | wird in englischer Sprache abgenommen
in "Strategic Marketing"
Media type
No information
Instruction content/structure
  • Product-market definition,
  • relationships with distribution channels,
  • relationships with customers,
  • competitive analysis,
  • models for marketing strategists,
  • portfolio models,
  • strategic assessment of products,
  • marketing strategy implementation systems.
Qualification objectives

The goal of the course is to comprehend the process of marketing strategy creation and implementation by offering a framework for identifying and evaluating strategic options and programs, providing necessary amount of knowledge about the product development and promotion concept, and developing skills to create and execute a marketing campaign. 
Special admission requirements

keine
Recommended prerequisites

Basic knowledge on fundamentals of marketing
Continuation options
No information
Literature
  • Strategic Marketing Planning and Control, Graeme Drummond, John Ensor (2001)
  • Marketing Strategy, O.C. Ferrell and Michael D. Hartline (2011)
  • MARKETING 4.0 Moving from Traditional to Digital, Philip Kotler, Hermawan Kartajaya, Iwan Setiawan (2017)
Notes

This subject will be studied at KAFU, Öskemen, Kazakhstan as an elective one in the 2nd or 3rd semester.

Lecturer – Prof. Alexandra Astafyeva

Prerequisite(s) for examination admission:

  • Proof of participation
Assignment to curriculum
No information
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