Strategic and Innovative Decision Making in Marketing

See corresponding module information.

• Backhaus, K. und M. Voeth: Industriegütermarketing. München: Vahlen 2010.
• Baier, D. und M. Brusch (Hrsg.): Conjointanalyse. Berlin: Springer 2009.
• Cestre, G. und R. Y. Darmon: Assessing consumer preferences in the context of new product diffusion. In: International Journal of Research in Marketing 15, 1998, 123-135.
• Dunning, J. H.: Internationalizing Porter’s Diamond. In: mir Management International Review, Special Issue 1993/2, 7-15.
• Gatignon, H. und T. S. Robertson: Innovative Decision Processes. In: Robertson T. S. und H. H. Kassarjian (Hrsg.), Handbook of Consumer Behavior, Englewood Cliffs: Prentice-Hall 1991.
• Homburg, C. und H. Krohmer: Marketingmanagement. Wiesbaden: Gabler 2009 (4. Aufl. 2012).
• Kuhfeld, W.: Multinomial Logit – Discrete Choice Modeling. SAS Institute, TS-650E (http://support.sas.com4.10.2004)
• Kumar, V., E. Jones, R. Venkatesan und R. P. Leone: Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing? In: Journal of Marketing 75, 2011, 16-30.
• Lilien, G. L., P. Kotler und K. S. Moorthy: Marketing Models. Englewood Cliffs: Prentice Hall 1992.
• Porter, M. E.: Der Wettbewerb auf globalen Märkten. In: Porter, M. E. (Hrsg.), Globaler Wettbewerb, Gabler 1989, 17-63.
• Porter, M. E.: The Competitive Advantage of Nations. New York: Free Press 1990 (zur Ergänzung).
• Prahalad, C. K.: Weak Signals versus Strong Paradigms. In: Journal of Marketing Research 32, 1995, III-VIII..
• Rugman, A. M. und D’Cruz J. R.: The "Double Diamond" Model of International Competitiveness: The Canadian Experience. In: mir Management International Review, Special Issue 1993/2, 17-39.
• Walker, R.: Analysing the business portfolio in Black & Decker Europe. In: Taylor, B. und J. Harrison (Hrsg.), The Manager’s Casebook of Business Strategy, Butterworth-Heinemann: Oxford 1991, 19-36.

The course places emphasis on the role of marketing in strategic planning. The planning and implementation stages are discussed using a case study in business portfolio analysis, talking about experience effects, approaches in defining strategic business units. A critical view on market orientation and sustainable competitive advantage is given according to Kumar et al. Further topics are innovation and diffusion models, behavioral approaches to innovative decision processes and a discussion on Porter's single diamond theory and globalization.

The total workload for this course is approximately 140.0 hours. For further information see German version.

Students have learned the following outcomes and competences:
- To specify the key terms in strategic management and innovation research, based on methodological and behavioral approaches
- To apply statistical tools to analyze and interpret strategic problems in marketing
- To indentify the main research trends
- To analyze and interpret high level academic articles
- To learn interactive skills to work in teams and to follow a goal-oriented approach
- To gain understanding of methodological research to develop concrete plans for marketing decision-making

The assessment consists of a written exam (60 minutes) (following §4(2), 1 of the examination regulation).

The exam is offered in winter term 2016/17 for the last time. Exclusively for students who took the exam for the first time in winter term 2016/17 and need to retake the exam, a re-examination will be offered in summer term 2017 if required. Winter term 2016/17 is the last re-examination possibility for all students who took the exam for the first time in a previous semester.