Customers, Markets and Firm Strategy (MKT 545)

This course provides strategy concepts, analytical frameworks, and hands-on tools for participants to execute industry analyses and to develop competitive strategies. Building on consumer behavior, customer analytics, industry analyses and strategy foundations, we analyze and discuss in this course the competitive behavior of firms (including pricing, market positioning, product development, expansion, entry and deterrence) under various economic conditions of industry structure.

This course will be offered always in the spring term. Further information about this course and documents to all exercises are available on the e-learning platform ILIAS (


Further information:
Course Code:MKT 545
ECTS Credits:6
Lecturer:Prof. Dr. Florian Stahl
Teaching Assistants:Daniela Schmitt and Veronica Valli
Assesment:Written Exam (100%)
Timetable:Lectures: Wednesday (12.00 - 1.30pm), Room: SN 169
Exercises: Wednesday (3.30 - 5.00pm), Room: SN 169 (First exercise on March 7, 2018)
Registration:No registration required!
Range of application:Mannheim Master in Management,
Mannheim Master in Business Research (MMBR),
M.A. Culture and Economy / Business,
M.Sc. Business Education,
M.Sc. Business Informatics,
M.Sc. Business Mathematics,
M.Sc. Economics,
Diplom Business Administration.


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