Course WIW-MDT-MS-K-7
Markets and Strategies (2V+1U, 4.5 LP)
Course Type
| SWS | Type | Course Form | CP (Effort) | Presence-Time / Self-Study | |
|---|---|---|---|---|---|
| - | K | Lecture with exercise classes (V/U) | 4.5 CP | ||
| 2 | V | Lecture | 30 h | 45 h | |
| 1 | U | Lecture hall exercise class | 15 h | 45 h | |
| (2V+1U) | 4.5 CP | 45 h | 90 h | ||
Basedata
| SWS | 2V+1U |
|---|---|
| CP, Effort | 4.5 CP = 135 h |
| Position of the semester | 1 Sem. in WiSe |
| Level | [7] Master (Advanced) |
| Language | [EN] English |
| Lecturers | |
| Area of study | [WIW-MKT] Marketing |
| Livecycle-State | [NORM] Active |
Contents
Contents (lecture):
- Value in use and customer usage processes,
- Customer participation and co-design,
- Customer engagement,
- Price and revenue models,
- Communication,
- Acceptance and data privacy,
- Strategy development in times of digitization,
- Dynamic capabilities and inertia,
- Product and process innovation in the digital age and innovation culture,
- Technological disruptions,
- Technological and organizational path constitution,
- Assessing industry trajectories.
Contents (exercise / ‚Übung‘):
- Dealing with empirical phenomena.
- In the course of the exercise, students have to manage small ‘real-life’ projects in collaboration with partners from managerial practice to intensify and apply what has been taught in the lecture.
Literature
Lingnau, V., Müller-Seitz, G., Roth, S. (Hrsg. 2017): Management der digitalen Transformation: Interdisziplinäre theoretische Perspektiven und praktische Ansätze. München: Vahlen.
Materials
- Lecture: Presentation slides.
- Exercise (‚Übung‘): Presentation slides.
Requirements for attendance (informal)
None
Requirements for attendance (formal)
None
References to Course [WIW-MDT-MS-K-7]
| Module | Name | Context | |
|---|---|---|---|
| [WIW-MDT-MS-M-7] | Markets and Strategies | P: Obligatory | 2V+1U, 4.5 LP |
Notice