Lehrstuhl für Marketing

Market and Strategies


DozentenMüller-Seitz, Roth, Robbert
UnterrichtsspracheDeutsch / Englisch
Anzahl der SWS4
Anzahl der ECTS Credits4,5
Max. Teilnehmerzahl20




  • Value in use and customer usage processes
  • Customer participation and co-design
  • Customer engagement
  • Price and revenue models
  • Communication
  • Acceptance and data privacy
  • Strategy development in times of digitization
  • Dynamic capabilities and inertia
  • Product and process innovation in the digital age and innovation culture
  • Technological disruptions
  • Technological and organizational path constitution
  • Assessing industry trajectories


  • Dealing with empirical phenomena
  • In the course of the exercise, students have to manage small ‘real-life’ projects in colla-boration with partners from managerial practice to intensify and apply what has been taught in the lecture
  • Lingnau, V./Müller-Seitz, G./Roth, S. (Hrsg.): Management der digitalen Transformation, München 2018
  • Additional Literature will be provided in class
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