Market-oriented Leadership (WiSe 2023/24)

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 10.10.2023- 21.11.2023 Juridicum, JUR 490
Wednesday 08:00- 13:00 weekly 11.10.2023- 22.11.2023  


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

The interactive discussion session takes place on Tuesday from 8:30 am to 12:00 am.

In addition to the session on Tuesday, there are coaching sessions on Wednesday between 8:00 hrs and 13:00 hrs as to discuss the project work. These coaching sessions are group meetings (15 minutes per group).

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

Credit points: 6 ECTS

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. We also discuss how market-oriented leadership and sustainability go together and what areas of tension exist.

Students apply 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:

  • Market orientation
  • 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, firm performance, and sustainability

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.


See information in the Learnweb course.


  • apl. Professor Dr. Sonja Gensler (responsible)
  • Bruno Nepomuk Gerhartz (accompanying)