Strategic Business Marketing

Course language	Frequency	Hours per week	ECTS	Exam
German/English	Summer semester	2V+2?	6	60-minute written exam

Basics of marketing planning and strategy development
Planning and control in strategic marketing
Marketing organisation
Strategic analysis and planning concepts
Market research and marketing intelligence
Market definition and segmentation
Development of basic marketing strategies
Market entry strategies

Learning objectives

On completion of this module, students will have gained knowledge of the strategic planning of business areas in a holistic approach that expands the narrower product-related perspective of the marketing course accordingly. One focus was on the area of strategic B2B marketing.

As part of the exercise, students worked on case studies that were aligned with the lecture content. This gave students the opportunity to interactively discuss what they had learnt. Furthermore, after completing the module, students demonstrated their ability to present and justify the methodological approach developed for the case study and the results obtained (i.e. the models) orally.

Lecture

The lecture "Strategic Business Marketing" by Prof. Helm takes place every summer semester, course number 22204 in the course catalogue.

Wednesday
12:00 -14:00 s.t.
Lecture theatre: H3
weekly

For ERASMUS/exchange students: To register, please send an e-mail with your student number and home university to sigm(at)ur.de. (opens your email program)

Exercise

The course consists of a combination of lectures and tutorials (course number 22205). Within the exercise groups, 30% of the grade is achieved by means of coursework. The exercises are held in English.

At the Introductory Events for New Students, the first session in the summer semester, you will be informed about the content and organisational details of the exercises and the associated lecture and receive the registration key for the Grips course.

Exercise dates:

Tuesday

12:00 - 14:00 c.t. W 114

14:00 - 16:00 c.t. H 3

Structure

1. Basics of marketing planning and strategy development
1.1 Definition of the corporate mission and objectives
1.2 Strategic units
1.3 Corporate resources and the development of competitive advantages

2. Planning and control in strategic marketing
2.1 Analysis and planning process
2.2 Planning concepts
2.3 Examples of marketing analysis and marketing planning

3. Marketing organisation

4. Strategic analysis and planning concepts
4.1 Potential analysis
4.2 Value chain analysis
4.3 Life cycle analysis
4.4 Experience curve
4.5 Portfolio analyses
4.6 Analysis of competitive forces
4.7 Scenario analyses

5. Market research and marketing intelligence
5.1 Importance of market research
5.2 Market research in the management process
5.3 Subject of marketing research
5.4 Market research methods
5.5 Selection of test subjects
5.6 Interpretation of research results and requirements for market research studies
5.7 Data processing

6. Market definition and segmentation
6.1 Market definition and market segmentation
6.2 Diffusion models - determining market potential and volume

7. Development of basic marketing strategies
7.1 Fundamentals of strategy
7.2 Time as a critical factor
7.3 Case study
7.4 Competitive pressure and response options
7.5 Supply and demand-orientated basic strategies
7.6 Cross-company co-operative strategies

8. Market entry strategies
8.1 Pre-announcements
8.2 Market entry timing and strategies in different market situations

Literature

Bea, F.X.; Haas, J. (2009): Strategic Management, 5th ed., pp. 71-89, 150-157.
Bruhn, M.; Homburg, C. (1998): Handbuch Kundenbindungsmanagement: Grundlagen-Konzepte-Erfahrungen, 2nd ed, pp. 5-11.
Helm, R. (1997): International market entry strategies: factors influencing the choice of the optimal form of market entry in export markets, pp. 68-83.
Helm, R. (2006): Marketing, in: Bea, F.X.; Friedl, B.; Schweitzer, M. (eds.): General Business Administration, Vol. 3, pp. 253-260.
Helm, R. (2009): Marketing: strategic analysis and market-orientated implementation, 8th ed, pp. 115-131, 135-145, 189-190.
Kotler, P.; Keller, K.L. (2006): Marketing Management, 12th ed, pp. 51-56, 343-347.
McDonald, M. (2008): Marketing plans: an introduction for practical application, pp. 48-58, 615-622.
Meffert, H. (1994): Marketing management: analysis, strategy, implementation, pp. 31-33, 78-106.
Rühli, E. (1994): The resource-based view of strategy: an impetus for change in corporate thinking and action?, in: Gomez, P.; Hahn, D.; Müller-Stewens, G.; Wunderer, R. (eds.): Entrepreneurial change: concepts for organisational foundations, pp. 31-57.
Simon, H. (1988): Management strategischer Wettbewerbsvorteile, in: ZfB - Zeitschrift für Betriebswirtschaft 58, pp. 461-480.
Helm, R. (2006): Marketing, in: Bea, F.X.; Friedl, B.; Schweitzer, M. (eds.): Allgemeine Betriebswirtschaftslehre, Vol. 3, pp. 266-269.
Bea, F.X.; Haas, J. (2009): Strategic Management, 5th ed., pp. 220-224.
Helm, R. (2009): Marketing: strategic analysis and market-orientated implementation, 8th ed, pp. 115-131, 146-170.
Kotler, P.; Keller, K.L. (2006): Marketing Management, 12th ed, pp. 51-56.
McDonald, M. (2008): Marketing plans: an introduction for practical application, Heidelberg, pp. 627-643.
Freter, H. (2008): Market and customer segmentation - customer-orientated market acquisition and processing, pp. 38-42.
Helm, R. (2006): Marketing, in: Bea, F.X.; Friedl, B.; Schweitzer, M. (eds.): Allgemeine Betriebswirtschaftslehre, Vol. 3, pp. 266-269.
Helm, R. (2009): Marketing: strategic analysis and market-orientated implementation, 8th ed, pp. 115-131, 135-160, 190-201, 394.
Kotler, P.; Keller, K.L. (2006): Marketing Management, 12th ed, pp. 696-704.
McDonald, M. (2008): Marketing plans: an introduction for practical application, Heidelberg, pp. 383-389.
Bea, F.X.; Haas, J. (2009): Strategic Management, 5th ed, pp. 119-127, 157-172, 310-316.
Gierl, H. (2000): A new method of Szanario analysis based on cross-impact data, in: ZP - Zeitschrift für Planung 11, pp. 61-85.
Helm, R.; Satzinger, M. (1999): Strategische Unternehmensplanung mittels Szenario-Analysen, in: WISU - Das Wirtschaftsstudium 28, pp. 961-964, 1010-1011.
Helm, R.; Satzinger, M. (1999): Computer-aided scenario analysis using the example of the telecommunications market, in: WISU - Das Wirtschaftsstudium 28, pp. 1106-1112, 1161.
Helm, R.; Stumpp, S. (1999): Management von Outsourcing-Aktivit?ten, in: Der Betrieb 52, pp. 2121-2125.
Helm, R. (2009): Marketing: strategic analysis and market-orientated implementation, 8th ed., pp. 221-233, 297-302.
Kotler, P.; Keller, K.L. (2006): Marketing Management, 12th ed, pp. 341-349.
Lasch, R. (2000): Qualit?tsmanagement und Kundenorientierung durch Benchmarking, in: Helm, R.; Pasch, H. (eds.): Kundenorientierung durch Qualit?tsmanagement: Perspektiven - Konzepte - Praxisbeispiele, pp. 191-216.
Meffert, H. (1994): Marketing management: analysis, strategy, implementation, pp. 46-56, 141-147.
Nieschlag, R.; Dichtl, E.; H?rschgen, H. (2002): Marketing, 19th ed, pp. 255-261.
Freter, H. (2008): Markt- und Kundensegmentierung - Kundenorientierte Markterfassung und -bearbeitung, pp. 66-72.
Altobelli, C. F.; Hofmann, S. (2011): Fundamentals of market research, pp. 86-91, 131-153, 185-226.
Helm, R.; Gierl, H. (2005): Marketing workbook, 4th ed, pp. 105-117.
Helm, R. (2009): Marketing: strategic analysis and market-orientated implementation, 8th ed, pp. 41-79, 203-208, 233-255.
Kotler, P.; Keller, K.L. (2006): Marketing Management, 12th ed, pp. 102-137.
Freter, H. (2008): Market and customer segmentation - customer-orientated market identification and processing, pp. 23-58, 90-94.
Gierl, H. (2008): ?bungsaufgaben Marketing, 4th ed, pp. 280-301.
Helm, R. (2001): Planning and marketing of innovations, pp. 105-116.
Helm, R. (2006): Marketing, in: Bea, F.X.; Friedl, B.; Schweitzer, M. (eds.): Allgemeine Betriebswirtschaftslehre, Vol. 3, pp. 269-281.
Helm, R. (2009): Marketing: strategic analysis and market-orientated implementation, 8th ed, pp. 211-219.
Kotler, P.; Keller, K.L. (2006): Marketing Management, 12th ed, pp. 101-137, 240-258.
McDonald, M. (2008): Marketing plans: an introduction for practical application, Heidelberg, pp. 48-58.
Bea, F.X.; Haas, J. (2009): Strategic Management, 5th ed, pp. 177-204 and 456-470.
Helm, R. (1999): Empirical joint venture research: Development of a systematising frame of reference on the basis of existing findings, in: JFB - Journal für Betriebswirtschaft 49, pp. 207-224.
Helm, R.; Peter, A. (1999): Success factors of joint ventures: Results of previous empirical research and their qualitative examination, in: ZP - Zeitschrift für Planung 10, pp. 27-46.
Helm, R. (2009): Marketing: strategic analysis and market-orientated implementation, 8th ed., pp. 115-131, 144-145 and 304-309.
Kotler, P.; Keller, K.L. (2006): Marketing Management, 12th ed, pp. 56-69.
Meffert, H. (1994): Marketing management: analysis, strategy, implementation, pp. 118-120 and pp. 126-138.
Nieschlag, R.; Dichtl, E.; H?rschgen, H. (2002): Marketing, 19th ed, pp. 248-257.
Steinmann, H.; Schrey?gg, G. (2005): Management: basics of corporate management, 6th ed., pp. 167-171.
Büschken, J. (2003): Wann neue Produkte vorankündigen?, in: zfbf - Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung , 55th Vol., No. 2, pp. 3-22.
Meffert, H. (1994): Marketing management: analysis, strategy, implementation, pp. 203-245.
Nieschlag, R.; Dichtl, E.; H?rschgen, H. (2002): Marketing, 19th ed, pp. 251-261.
Teece, D. J. (2013): Strategy, innovation and the theory of the firm. Cheltenham: Edward Elgar
Helm, R.; Krinner, S.; Schmalfu?, M. (2014): Conceptualisation and Integration of Marketing Intelligence: The Case of an Industrial Manufacturer, in: Journal of Business-to-Business Marketing, Vol. 21 pp. 237-255

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