Market-oriented Leadership (WiSe 2024/25)


Course Number
048491

Field(s) of Study
Master

University Calendar

Learnweb Platform

Type
Lecture/Exercise

Course Language
englisch


Course schedule

Day Time Frequency Date Room
Tuesday 08:00- 12:00 weekly 08.10.2024- 19.11.2024 Juridicum, JUR 490
Wednesday 08:00- 13:00 weekly 09.10.2024- 20.11.2024  

Notice

This course takes place in the first term of the winter semester.

The interactive discussion session takes place on Tuesday from 8:30 am to 12:00 am.

In addition to the session on Tuesday, there are coaching sessions on Wednesday between 8:00 hrs and 13:00 hrs as to discuss the project work. These coaching sessions are group meetings.

Examination: Group work (100 %) | Please register at the examination office for the early examination period.

Credit points: 6 ECTS

Please communicate and inform yourself during the course via the course page in Learnweb. Announcements, lecture slides and additional material will be published there.

Description

Background and relations to other courses:

This course teaches the fundamentals of market-oriented leadership. Next to the conceptual foundations of market-oriented leadership, we discuss the three main resources a firm possesses: products/services (value equity), brands (brand equity), and customer relationships (relationship equity). We discuss the interdependencies between these resources and the impact of contextual factors on the management of the resources. Moreover, we elaborate on the relevance of longterm-oriented performance measures. We also discuss how market-oriented leadership and sustainability go together and what areas of tension exist.

Students apply their knowledge to a project assignment and discuss the link between marketing strategy and business success.

Main topics:

Among others, the following topics are covered:

  • Market orientation
  • Creating value through products and services (value equity)
  • Building brands and measuring brand performance (brand equity)
  • Creating sustainable customer relationships (relationship equity)
  • Link between marketing strategy, firm performance, and sustainability

Course objective:

It is the objective of this course to enable students to discuss the concept of market-oriented leadership and the impact of market-oriented leadership on firm performance.

Literature

See information in the Learnweb course.

Lecturers

  • apl. Professor Dr. Sonja Gensler (responsible)