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Instructors: Dr. Sajad Rezaei; Prof. Dr. Thorsten Teichert
Event type:
Lecture + practical course
Displayed in timetable as:
Int. Market Strat.
Hours per week:
3
Credits:
6,0
Language of instruction:
English
Min. | Max. participants:
- | -
Comments/contents:
The course focuses on market-oriented principles of international market strategies. It's about getting to know the basics of business and market strategies. Strategic business decisions like market selection, marketing mix, strategic market positioning are discussed with respect to well-established theory, models and empirical evidence. Theory and models are based on market, resource-based view on strategy and a behavioural oriented view. Case studies would be discussed to further elaborate the theoretical foundations. Therefore, the course focuses on:
1- An in-depth understanding what marketing strategy is all about.
2- The core theoretical models and most important actors in strategy research.
3- Important conceptual and methodological insights from marketing and strategic research.
4- Marketing and branding as strategic forces in international markets.
5- Interdisciplinary know-how which integrates the digital market and technology perspective.
Synopsis
The course would mainly outlines how managing resources, employing, monitoring and measurement techniques enables the achievement of strategic marketing goals. The course sketches the importance of all stages within the marketing planning process, from the audit, through strategic decision making, to implementation of plans. Thus, it's about getting to know business and market strategies. We would discuss how in a dynamic environment, sustainable competitive advantage might be developed through innovative data and technology-driven marketing.
Learning objectives:
After completing the course students would able to learn what's necessary to develop professional and sustainable market strategies; and transfer their knowledge to business decisions within an international business context. Students will gain interdisciplinary knowledge and know how to integrate market and technical oriented views. Moreover, students would get to know methodological approaches to explain digital markets and strategic research. Students would be able to use primary literature and they would know how to compare and critically discuss different scientific approaches within international market strategies. Using current business examples, case studies and scientific research aims for motivating students for a critical thinking, improving both analytical and discussion skills.
Didactic concept:
Each lecture is accompanied by exercise (Übung). The exercises consists of student presentations explaining the content of the lecture in a business context, group presentation and case studies.
Besides preparation, we highly recommend students to follow-up on every class to enhance learning process of the content. The best way to do so is doing a recap together with other students on weekly basis. Besides recap, students should try to transfer the course content to real life problems to improve their application know-how. Discussing memorized contents facilitates the connection of scientific models and thoughts and leads to a quicker and more efficient way of passing the course successfully.
Literature:
Main course textbook:
- Clegg, S.; Carter, C.; Kornberger, M.; Schweitzer, J. (2011) Strategy – Theory and Practice, SAGE Publications Ltd.
List of Cases:
1. CDK Digital Marketing: Addressing Channel Conflict with Data Analytics
By Florian Zettelmeyer and Greg Merkley
https://store.hbr.org/product/cdk-digital-marketing-addressing-channel-conflict-with-data-analytics/KEL894
2. Managing Online Reviews on TripAdvisor
By Thales Teixeira and Leora Kornfeld
https://store.hbr.org/product/managing-online-reviews-on-tripadvisor/514071
3. What Is Strategy? (HBR Bestseller)
By Michael E. Porter
http://search-1ebscohost-1com-1003923as083e.emedien3.sub.uni-hamburg.de/login.aspx?direct=true&db=bth&AN=9611187954&site=ehost-live
4. Cola Wars Continue: Coke and Pepsi in 2010
By David B. Yoffie, Renee Kim
https://store.hbr.org/product/cola-wars-continue-coke-and-pepsi-in-2010/711462
5. Uber in Hong Kong: A Regulator's Dilemma
By Wen Zhou, Danny Friedmann
https://store.hbr.org/product/uber-in-hong-kong-a-regulator-s-dilemma/HK1149
6. Walmart: Navigating a Changing Retail Landscape
By Michael E. Porter, Jorge Ramirez-Vallejo
https://store.hbr.org/product/walmart-navigating-a-changing-retail-landscape/717474
7. McDonald's Corp.: Managing a Sustainable Supply Chain
By Ray A. Goldberg, Jessica Droste Yagan
https://store.hbr.org/product/mcdonald-s-corp-managing-a-sustainable-supply-chain/907414
8. Starbucks' Loyalty Reigns
By Meghan Murray
https://store.hbr.org/product/starbucks-loyalty-reigns/UV7116
9: The Hunger Games: Catching Fire: Using Digital and Social Media for Brand Storytelling
By Mohanbir Sawhney, Pallavi Goodman
https://store.hbr.org/product/the-hunger-games-catching-fire-using-digital-and-social-media-for-brand-storytelling/KEL964
10. Facebook Fake News in the Post-Truth World
By John R. Wells, Carole A. Winkler
https://store.hbr.org/product/facebook-fake-news-in-the-post-truth-world/717473
Supplemented by:
- Ansoff, H.I. (1965) Corporate Strategy: An Analytic Approach to Business Policy for Growth and Expansion. New York: McGraw-Hill.
- Porter, M. (1980) Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: Free Press.
- Smith, W.K. and Lewis, M.W. (2011) ‘Toward a theory of paradox: A dynamic equilibrium model of organizing’, Academy of Management Review, 36: 381–403.
- Penrose, E.T. (2009) The Theory of the Growth of the Firm, with an introduction by C.N. Pitelis. New York: John Wiley and Sons.
- Camillus, J.C. (2008) ‘Strategy as a wicked problem’, Harvard Business Review, 86(5): 98–106.
- Cummings, S. and Daellenbach, U. (2009) ‘A guide to the future of strategy? The history of long range planning’, Long Range Planning, 42: 234–263.
- Furrer, O., Thomas, H. and Goussevskaia, A. (2008) ‘The structure and evolution of the strategic management field: A content analysis of 26 years of strategic management’, Research International Journal of Management Reviews, 10(1): 1–23.
- Nag, R., Hambrick, D.C. and Chen, M.J. (2007) ‘What is strategic management, really? Empirical induction of a consensus definition of the field’, Strategic Management Journal, 28(9): 935–955.
- Isaacson, W. (2011) Steve Jobs: The Exclusive Biography. New York: Simon & Schuster.
- Kim, W.C. and Mauborgne, R. (2004) ‘Blue ocean strategy’, Harvard Business Review, October.
- Kim, W.C. and Mauborgne, R. (2005) Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant. Boston: Harvard Business School Press.
Additional examination information:
Passing the course requires the following:
• Presentation
• Written report
Note*: Each part has to be passed at least with a 4.0 in order to pass this course.
Please note the “grade improvement” can only be applied if the all component of assessment has been passed successfully with a 4.0. The “grade improvement” and component of each assessment can not be transferred to the next semester!!!
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