Track: Marketing

Marketing is the critical component of market-oriented leadership and is a set of activities for creating, communicating, and delivering offerings that have value for a firm’s stakeholders (e.g., customers) and at the same time create value for the firm.

In this track, you will learn to identify customers’ needs, attract new and retain existing customers, market new products, deliver products/services to customers, and create value for the customer and the company. Knowledge about marketing and thus market-oriented leadership in combination with know- ledge about information systems makes you an attractive employee. 

The lectures

  • Customer Relationship Management and Direct Marketing (Winter Term)

    The module covers aspects of how to develop and design value-adding relationships between customers and companies. In the beginning, conceptual and methodological basics of customer relationship management (CRM/Customer Management) and direct marketing (DiMa) are presented. During the course, students deal with current topics, concepts, and instruments of customer management and work on those in detail in a group assignment, which they present in front of the class and an expert panel. The participants receive a comprehensive overview of the planning, management, implementation, and controlling of customer relationship and direct marketing activities. In addition, the participants acquire knowledge, experience, and impulses in three key competencies for successful CRM and DiMa: Expertise, statistics, and IT/data. The module consists of three teaching and learning formats (lectures, speed research, case study) and follows an interactive approach.

    For more information check the course description on the Marketing Center website.


    Students are recommended to have basic knowledge in the usage of statistical methods, such as regression analysis. In addition, the ability to use SPSS, R or Python is beneficial. If the given recommendations are not met prior to the attendance of the course, they can be obtained during the semester via self-study (see recommended books).

    • Hair, Joseph F., William C. Black, Barry J. Babin, and Rolph E. Anderson (2006), Multivariate data analysis, 8th edition, Pearson new international edition. Upper Saddle River, N.J.: Pearson Education.
    • Hayes, Andrew F. (2018), Introduction to mediation, moderation, and conditional process analysis. A regression-based approach. Methodology in the social sciences, Second edition. New York, London: The Guilford Press.

    Students who can speak German may as well refer to Backhaus et al. (2018, 2015) instead of Hair et al. (2006).

    • Backhaus, Klaus, Bernd Erichson, Wulff Plinke, and Rolf Weiber (2018), Multivariate Analysemethoden. Eine anwendungsorientierte Einführung, 15., überarbeitete und aktualisierte Auflage. Berlin, Heidelberg: Springer Gabler.
  • Innovation Management (Winter Term)

    This course teaches how to create value through products and services by (technology- driven) innovation in both entrepreneurial and established firms. Innovation-based strategies are examined as a source of competitive advantage. The lecture also discusses how to build organizations that excel at identifying, building and commercializing technological innovations and how entrepreneurs can shape their firms so that they continuously build and commercialize valuable innovations. 

    Main topics:

    Innovation process Creating an organizational environment that rewards innovation and entrepreneurship Internal and external sources of innovation Structuring entrepreneurial and established organizations for effective innovation


    Course objective:

    It is the objective of this course that students learn the main issues in innovation management in order to successfully create value through products and services (value equity) in both entrepreneurial and established firms.

    For more information check the course description on the Marketing Center website.

  • Brand Management (Summer Term)

    The module Brand Management gives insights into strategies and recently developed concepts in the context of brand management. Strategic and operational implications for brand management are discussed.

    Topics treated in the module: 

    Introduction to the fundamental terms and concepts of brand management (e.g., brand awareness, brand image, and brand engagement)

    Conceptualization and measurement of brand equity

    Importance of brands for companies and consumers, taking brand relationships into account

    Strategic options regarding the brand architecture

    Means of brand management in a digital brand environment

    The role of brand elements (e.g., name, logo, and packaging)


    The aim of this module is that students are able to deal with brand management and its characteristics on a strategic and operational level.


    For more information check the course description on the Marketing Center website.