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Case Studies: Market-Oriented Corporate Management

Module name (EN):
Name of module in study programme. It should be precise and clear.
Case Studies: Market-Oriented Corporate Management
Degree programme:
Study Programme with validity of corresponding study regulations containing this module.
Business Administration, Bachelor, ASPO 01.10.2017
Module code: BBABW-640
SAP-Submodule-No.:
The exam administration creates a SAP-Submodule-No for every exam type in every module. The SAP-Submodule-No is equal for the same module in different study programs.
P420-0350, P420-0351, P420-0352
Hours per semester week / Teaching method:
The count of hours per week is a combination of lecture (V for German Vorlesung), exercise (U for Übung), practice (P) oder project (PA). For example a course of the form 2V+2U has 2 hours of lecture and 2 hours of exercise per week.
4V (4 hours per week)
ECTS credits:
European Credit Transfer System. Points for successful completion of a course. Each ECTS point represents a workload of 30 hours.
5
Semester: 6
Mandatory course: yes
Language of instruction:
German
Assessment:
Written composition mit presentation (repeated annually)

[updated 01.08.2025]
Exam recurrence:
The information regarding exam recurrence is found within the exam policy of the study programme (ASPO).
Workload:
Workload of student for successfully completing the course. Each ECTS credit represents 30 working hours. These are the combined effort of face-to-face time, post-processing the subject of the lecture, exercises and preparation for the exam.

The total workload is distributed on the semester (01.04.-30.09. during the summer term, 01.10.-31.03. during the winter term).
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 130 hours (equivalent to 5 ECTS credits).
There are therefore 85 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
BBABW-220 Marketing
BBABW-420 Corporate Management


[updated 23.03.2020]
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Frank Hälsig
Lecturer: Prof. Dr. Frank Hälsig

[updated 01.10.2016]
Learning outcomes:
After successfully completing this module, students will:
- be able to engage with both scientific and practice-oriented specialist literature on current topics in market-oriented corporate management
- be able to develop guidelines for practical implementation in a company based on selected marketing and management theories
- be able to analyze the challenges faced by organizations, develop structured solutions based on the available data and present those solutions
- be able to to appreciate and evaluate fellow students’ discussion and presentation contributions.


[updated 01.08.2025]
Module content:
Deepening current topics from the field of market-oriented corporate management, e.g. from the following areas:
- International market entry strategies
- Managing and controlling (international) companies
- Configuring and coordinating market development activities
- Global marketing strategies (e.g., international brand management, international marketing alliances)
- Approaches and methodology of (international) market segmentation
- Challenges in customer relationship management
- Design options for marketing instruments, taking into account sectoral, cultural, and economic differences
 


[updated 01.08.2025]
Teaching methods/Media:
Lecture and group work on selected case studies, followed by the presentation of results by the students and discussions with all module participants.

[updated 01.08.2025]
Recommended or required reading:
- Homburg, C., Krohmer, H. (aktuellste Auflage), Marketingmanagement. Wiesbaden: Gabler
- Morschett, D., Schramm-Klein, H., Zentes, J. (latest edition): Strategic International Management, Wiesbaden: Gabler.
-Meffert, H. et al. (aktuellste Auflage): Marketing. Grundlagen marktorientierter Unternehmensführung. Wiesbaden: Gabler.
- Zentes, J.; Morschett, D.; Schramm-Klein, H. (aktuellste Auflage): Strategic Retail Management, Wiesbaden: Gabler.
- Zentes, J.; Swoboda, B.; Morschett, D. (aktuellste Auflage): Fallstudien zum Internationalen Management, Wiesbaden: Gabler.


[updated 01.08.2025]
 
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