Applications of Market-oriented Leadership (AMoL) (SoSe 2023)

Course Number

Field(s) of Study

University Calendar

Learnweb Platform


Course Language

Course schedule

Day Time Frequency Date Room
Tuesday 12:00- 14:00 weekly 04.04.2023- 11.07.2023 Juridicum, JUR 490
Tuesday 12:00- 16:00 single date 11.07.2023 Schloss, S 9


Prerequisite: Major Marketing

Syllabus & Schedule to this course can be found in Learnweb.

Contact person: Dipl.-Ing. Michael Zylla

This course takes place in both terms of the summer semester.
A binding registration via this form is needed. The deadline is March 26, 2023.

Course grade: Simulation game with associated presentation (in the group) (100 %)
Study performance (ungraded): Initial exam (individual) | presentations (in the group)

Please register at the examination office for the regular examination period.

Credit points: 6 ECTS (BWL PO 2019)

During the course, please communicate and stay updated via the course page on Learnweb. Announcements, lecture slides and any additional material will be published there.

The Learnweb course remains open until the first lecture, so that enrollment without a password is possible. The password is set afterwards and the course is thus closed. The lecture materials will be released after the closing. E-mail and telephone inquiries about the password will only be answered in the case of subsequent registration.


Target group
The seminar is open to Masters students with a major in Marketing and international students.

Background and relations to other courses
It is more important now than ever before for students to be able to apply their theoretical knowledge in a practical environment. Giving students the skills to improve their strategic long-term orientation is a key goal of this course. In a computer-simulated environment, each team is responsible for implementing tactics which force teams to look beyond the immediate gain to be had from each of their decisions. Students will be able to accurately gauge the success or failure of their strategies over time, making this simulation a risk-free method for improving skills, for testing alternatives, and for building confidence. The simulation program therefore enforces the combination of strategic long-term orientation and tactics and extends the normal learning methods. This course is especially valuable for students who have already participated in ”Market-orientated Leadership” as the conceptual foundations provided there can be practically applied. Students will have to actively manage the three fundamental resources of a firm: value equity (products/services), brand equity, and relationship equity (customer relationships).
Prerequisites for this course are a basic knowledge of market analysis tools, marketing mix strategies, strategic marketing, as well as marketing plans.

Main topics and learning objectives
This course builds on students’ knowledge of marketing management and focuses on how firms can formulate market-driven business strategies. Furthermore, this course broadens students’ understanding of product innovation management, as well as effective product portfolio management in a dynamic market environment. The objectives of this course are to enable students to do the following:

(1)   Define a business strategy and goals, and select target products/markets in order to gain a profitable and sustainable competitive advantage.
(2)   Identify external threats and opportunities concerning customers, competitors, and the environment that a business might face.
(3)   Assess a business's strengths and weaknesses in relation to those of competitors, and determine external factors that might add to a competitive advantage.
(4)   Design and implement products to fit a target group, as well as market needs.
(5)   Apply analytical tools to market strategy development.

Teaching modes
The course content of Applications of Market-oriented Leadership will be group work. Presence in the introductory course, the final presentations as well as in the strategy presentation of your respective group is mandatory, and active course participation is required.
The computer simulation game – Markstrat – is used as a pedagogical tool. Students’ participation in the game is therefore mandatory. The game objective is to increase the simulated company’s value, as expressed by the stock price index. This index consolidates key figures such as the market share and sales.


  • Professor Dr. Manfred Krafft (responsible)
  • Dipl.-Ing. Michael Zylla (accompanying)