This course provides students with a sound understanding of marketing from different perspectives. It will examine the various touch points a marketer has with consumers, other companies and stakeholders, policy makers und society. Specifically this course highlights selected topics that are currently relevant in society and impact the daily routines of human beings in their roles as consumers.

The course enables students to broaden their perspective, to look upon marketing and its effects from different angles and to become equipped to develop into a rounded marketing practitioner themselves.

At the end of this course, students should:

1. have acquired an encompassing practical awareness of the marketing from different perspectives;
2. have a broadened perspective on marketing and be able to judge consequences of and influences on marketing activities in a wider societal context;
4. be sensitive to the ethical implications arising from the role of marketing in society;

3. have a more comprehensive understanding of today's economic and societal challenges from a marketing perspective;
5. be able to critically assess marketing efforts in order to maintain ethical principles;
6. be able to apply theoretical knowledge to new aspects and situations;
7. be able to clearly present an argument and insights with different perspectives and view points;
8. have gained heightened awareness of their own limitations in perspective taking;
9. be able to engage with different stakeholders.

80% attendance required.

This course is organized as an intense course with a mix between expert discussions, lectures and students’ input. In total it stretches over 2 half and 2 full days. Both lecturers are present at all time.

Session 1 "Pre-Conference-Session" (Half day): Theoretical input is provided by the lecturers to set the scene. Group work tasks provide the concseptual basis. Feedback is provided by both lecturers.

Session 2 "Conference Day 1" (Full day conference - Expert talks and Panel Discussions): Invited guests will elucidate and juxtapose the multiple perspectives of marketing related to currrent societal and economic challenges in the world. Speakers from marketing practice will elaborate on their experience with the phenomena under scrutiny. After the speakers’ presentations, they will engage in a panel discussion. Students have the opportunity to ask questions after the presentations and engage in the discussion.

Session 3 "Conference Day 2" (Full day conference - Expert talks and Panel Discussions): Invited guests will elucidate and juxtapose the multiple perspectives of marketing related to currrent societal and economic challenges in the world. Speakers from marketing practice will elaborate on their experience with the phenomena under scrutiny. After the speakers’ presentations, they will engage in a panel discussion. Students have the opportunity to ask questions after the presentations and engage in the discussion.

Session 4 "Post-Conference-Session" (Half day - academic plattform) – Students’ final presentations of the group projects. Feedback from both lecturers and wrap up (students’ reflecting on the course and their learning outcomes).

Submission of a reflection essay two weeks after the last course day.

Group 80%

• Presentation "Academic foundation and company recommendation" task 40%
• Company videos 10%
• Reflection essay 30%

Individual 20%

• Elaboration on questions in preparation for the Conference Days 10%
• Peer-Review 10%

Grade key: 90,00 - 100,00%: Sehr gut. 80,00 - 89,99%: Gut. 70,00 - 79,99%: Befriedigend. 60,00 - 69,99%: Genügend. 0 - 59,99%: Nicht genügend.

This course is meant to be done in the last semester of the marketing master program. It is designed to wrap up all the knowledge you gained throughout the entire marketing program and to review everything from different perspectives. The assignments require a profound knowledge about all marketing aspects covered in the different classes. Therefore we would strongly recommend to take this class in your 4th semester. This would make sure that you can draw from the full source of the class and benefit most from it.

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