Planung im Marketing Management

Strategisches und Internationales Marketing

Strategic Marketing Management offered at Berkeley College

Focuses on the long-term implications of strategic market planning including analysis of marketing opportunities, development of marketing strategies, shaping of marketing offers, and the management and delivery of marketing programs.

Hochschule Fresenius Module Director/s

Prof. Dr. Kerstin Bruchmann

Dipl.-Kfm. Philip Wölki

Hochschule Fresenius Learning Outcomes

The students learn the most important tasks, know decision parameters and apply the necessary methodical know-how of strategic marketing planning. The students understand the objectives and tasks of strategic marketing management and can differentiate and assess the marketing management from the marketing concept and the marketing planning. They analyze the importance of situational analysis for strategic planning on the one hand and the need for strategic decisions for the design of marketing instruments on the other hand. In addition to the central contents of the target and strategic planning, the students learn in particular the methods of strategic marketing planning and it’s application / implementation. They can develop, formulate and evaluate marketing objectives as well as customer and competitive strategies and concretely apply suitable sales policy instruments and measures. They are confident in the application of strategic analysis and planning tools and can critically evaluate them in their areas of application, opportunities and challenges.

Hochschule Fresenius Contents

  • The classification of strategic marketing in the marketing management process
  • Target planning
  • Strategies for market cultivation
  • Brand management
  • Growth strategies
  • Market segmentation
  • Customer Relationship Management
  • International Marketing Management

Strategic Marketing  Management = Strategisches und internationales Marketing

Learning Outcome

Students understand the long-term implications of strategic market planning. They can define market opportunities, design a general marketing strategy, shape several different marketing offers, and understand the general management and delivery of critical marketing programs. Students know how to identify the aftermaths of strategic decisions through learning different methods of analytical workflows and frameworks in general. Moreover, they can differentiate between different aspects and kinds of markets and the importance of competition within. They also have the ability to plan several marketing management processes, such as strategies to establish new products, the pricing of these products, or multiple kinds of advertising and promotion. To be able to work with that, students also have the necessary understanding of customer and buying behavior and analyze them, too. Furthermore, they can plan and organize marketing processes in general.


  • Marketing Philosophy and Strategy
  • Analysis for Marketing Decisions
  • Marketing Strategies
  • Marketing Decision Making