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)

    This lecture focuses on how companies can design and influence customer relationships and thereby acquire relationship equity. Students obtain an overview of the planning, implementation, and integration of various direct marketing media. Applications of modern market research tools in the field of customer relationship management and direct marketing are discussed and value-oriented planning and optimization of direct marketing activities and the monitoring of its success will be emphasized. 


    • no specific prerequisites, prior knowledge in data analytics is advised
  • 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. 

  • Channel Management (Summer Term)

    This class teaches the fundamentals of an integrated channel management covering communication (e.g., traditional media, social media, mobile) and distribution channels (e.g., brick- and-mortar, online). The lecture discusses strategic aspects of an integrated channel management and challenges in coordinating multiple channels of communication and distribution to learn how to create sustainable customer relationships through channel management.