Market-oriented Leadership (WiSe 2022/23)

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 11.10.2022- 22.11.2022 Juridicum, JUR 490
Wednesday 08:00- 13:00 weekly 19.10.2022- 23.11.2022  


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

The lecture will take place on Tuesday from 8:30 am to 11:30 am.

In addition to the session on Tuesday, there will be coaching sessions on Wednesday between 8:00 hrs and 14:00 hrs as to discuss the projekt work. These coaching sessions are group meetings (30 minutes per group) and are coordinated with the coaching sessions of the course 'Advanced Market Research'.

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. Next to the conceptual foundations of market-oriented leadership, we discuss 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. Moreover, we elaborate on the relevance of longterm-oriented performance measures.

Students apply what their knowledge to a project assignment and discuss the link between marketing strategy and business success.

Main topics:

Among others, the following topics are covered:

  • Creating value through products and services (value equity)
  • Building brands and measuring brand performance (brand equity)
  • Creating sustainable customer relationships (relationship equity)
  • Link between marketing strategy and 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)
  • Fabienne Michel-Angeli (accompanying)