Module Handbook

  • Dynamischer Default-Fachbereich geändert auf WIW

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


CP, Effort 4.5 CP = 135 h
Position of the semester 1 Sem. in WiSe
Level [7] Master (Advanced)
Language [EN] English
Area of study [WIW-MKT] Marketing
Livecycle-State [NORM] Active


The exercise class is organized in small groups with around 5 students. The number of groups depends on the total number of students.


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.


Lingnau, V., Müller-Seitz, G., Roth, S. (Hrsg. 2017): Management der digitalen Transformation: Interdisziplinäre theoretische Perspektiven und praktische Ansätze. München: Vahlen.


  • Lecture: Presentation slides.
  • Exercise (‚Übung‘): Presentation slides.

Requirements for attendance (informal)


Requirements for attendance (formal)


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