SS20:Digital Marketing Strategy (Digital Marketing II)

Welcome to your new position! A large corporation has just recruited you and your team members as the new heads of the marketing department in one of the firm’s divisions in order to manage its general and digital marketing activities. Specifically, it is your task to manage the corporation’s digital product portfolio, segmentation and positioning as well as its marketing mix strategy over a period of 10 years. While doing so, you will document your activities and evaluate them along the achievements and fields of improve-ments.

The basis of this class is a long-term business simulation game (details see below) that students will play in groups. Their activities are focused on strategic digital marketing decisions. To maximize learnings, students will document and analyze the outcomes of their digital marketing decisions in a decision report.