Market-oriented Leadership (WiSe 2021/22)

Course Number

Field(s) of Study

University Calendar

Learnweb Platform


Course Language

Course schedule

Day Time Frequency Date Room
Tuesday 08:00- 12:00 weekly 12.10.2021- 23.11.2021 Scharnhorststr. 100, SCH 100.3


The course will take place in person. The lecture and tutorial will take place on Tuesday from 8:45 am to 11:30 am. This way, we can coordinate the admission control (3G rule) well in time and students have sufficient time to change the rooms.

The following rules apply:

  • Access to WWU buildings is generally only allowed to students who have a 3G proof.
  • We will check the 3G rule before each meeting.
  • In principle, masks are mandatory (medical mask or FFP2). If you keep a minimum distance of 1.5m to your seat neighbors, you can take off the mask during the meeting.

In addition to the face-to-face session on Tuesday, there will be coaching sessions in face-to-face (via Zoom if asked for by teams) on Wednesday between 8:00 hrs and 14:00 hrs as to discuss the projekt work. These coaching sessions are group meetings and are coordinated with the coaching sessions of the course 'Advanced Market Research'. The venue is the Heribert Meffert Library (HMB, Am Stadtgraben 13-15).

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

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

Credit points: 6 ECTS (PO BWL 2010)

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


Background and relations to other courses:

This course teaches the fundamentals of market-oriented leadership. We discuss the conceptual foundations of market-oriented leadership and provide an overview of 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. One focus of the course is to highlight the impact of value, brand and relationship equity on firm performance.

Main topics:

Among others, the following topics are covered:

  • Creating value through products and services (value equity)
  • Creating brands and measuring brand performance (brand equity)
  • Creating sustainable customer relationships (relationship equity)
  • Impact of value, brand and relationship equity on firm performance

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.


  • apl. Professor Dr. Sonja Gensler (responsible)
  • Sophie Christine Jansen (accompanying)