Marketing Case Study Seminar
Michael Kleinaltenkamp
Learning Objectives
The overall objectives of this course are for the student to gain knowledge about typical marketing problems and to be able to independently develop solutions for them on a methodic basis. In the fi rst part of the seminar, papers on theoretic and methodological basics, which have a close relation to the tasks of the case studies or business games, should help the student to understand the relevant problems and to use a methodic approach. In the second part of the seminar the students will develop within group discussion solutions for the selected cases of consumer, business-to-business, or services marketing; or the tasks to be solved within a business game. They will then present their results in a plenary discussion. Through this, the student will achieve or enhance their capabilities for the proper application of their marketing knowledge to specifi c problems and for preparing, describing and illustrating complex marketing issues in a structured way. |
Content
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