Module Handbook

  • Dynamischer Default-Fachbereich geändert auf WIW

Module WIW-MDT-MS-M-7

Markets and Strategies (M, 4.5 LP)

Module Identification

Module Number Module Name CP (Effort)
WIW-MDT-MS-M-7 Markets and Strategies 4.5 CP (135 h)


CP, Effort 4.5 CP = 135 h
Position of the semester 1 Sem. in WiSe
Level [7] Master (Advanced)
Language [DE/EN] German or English as required
Module Manager
Area of study [WIW-MKT] Marketing
Reference course of study [WIW-88.21-SG#2009] M.Sc. Business Studies (2009) [2009]
Livecycle-State [NORM] Active


Type/SWS Course Number Title Choice in
Presence-Time /
SL SL is
required for exa.
PL CP Sem.
Markets and Strategies
P 45 h 90 h - - PL1 4.5 WiSe
  • About [WIW-MDT-MS-K-7]: Title: "Markets and Strategies"; Presence-Time: 45 h; Self-Study: 90 h

Examination achievement PL1

  • Form of examination: presentation
  • Examination Frequency: Examination only within the course
    Separate in-class presentations in the course of the lecture and exercise (‚Übung‘).

Evaluation of grades

All partial module examinations have to be passed. The module grade is the weighted average of the partial examination grades according to the following weights:

50% presentation in the course of the lecture, 50% presentation in the course of the exercise (‘Übung’).


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.

Competencies / intended learning achievements

Competences and aspired objectives (whole module): Successfully accomplishing the module, students are able to,
  • Critically reflect and evaluate aspects of the digital transformation from marketing and strategy perspectives,
  • Combine theoretical insights with challenges arising from managerial practice and assess synergies between both,
  • Offer approaches on how to organize IT-based exchanges with customers and
  • Reflect, evaluate and further develop approaches on how to deal with phenomena and approaches of the digital transformation from a strategy perspective.


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 of the module (informal)


Requirements for attendance of the module (formal)

Basics from the Bachelor modules Strategic Management and Marketing Management

References to Module / Module Number [WIW-MDT-MS-M-7]

Module-Pool Name
[WIW-MDT-MPOOL-7] Field of Specialization: Managing the Digital Transformation