Juniorprofessur für Digital Marketing und E-Commerce

Digital Marketing Strategy

Important notice! Digital Marketing Strategy will not be offered in the summer semester 2023.


(WueStudy: 10516000, PO: 12-M-DM2, Digital Marketing II)

Welcome to your new position! A large corporation has just recruited you and your team members as the new heads of the marketing department in one of the firm’s divisions in order to manage its general and digital marketing activities. Specifically, it is your task to manage the corporation’s digital product portfolio, segmentation and positioning as well as its marketing mix strategy over a period of 10 years.


  •               Long-term business simulation game (details see below) that students will play in groups
  •               Lectures and discussion rounds on strategic approaches to succeed over a duration of 10 periods

This class enables students to gain insights into real-life management of strategic digital marketing decisions and enforces critical reflection and drawing of conclusions with regard to their own decision making.


  •               Prior participation in the course “Digital Marketing I” is strongly recommended but not required
  •               Course is limited to 20 students (for enrolment procedure please see below)  
Credits: 5 ECTS

Examination form:
  •               Basis: Joint team report on conducted digital marketing decisions and evaluations (ca. 15 pages/person)
  •               Bonus: Performance in the business simulation game 
Lecturer: Prof. Dr. Jana-Kristin Prigge



Important notice! Digital Marketing Strategy will not be offered in the summer semester 2022.

  •               Start date / Kick-Off: Friday, April 16th 2021, 8:30-15:00 (via Zoom)
  •               Further dates: Fridays, April 23th, 30th, May 7th, 21st, 28th 2021, 8:30-14:30 (via Zoom)
  •               Tutorials: Flexible meetings with course advisor (in groups)
  •               Submission of report: Thursday, June 24th, 2021
  •               Debriefing: Friday, June 25th, 2021 (8:30-9:30)
Enrolment procedure:
  •               Limitation to 20 students – FIRST COME FIRST SERVE!
  •               Enrolment via WueCampus (not Wue Study) from 22.03. - 02.04.21 (or until all places are taken) 
  •               Reconfirmation of place acceptance required after enrolment period 
  •               Once all available places are taken, you can join the waiting list. If you wish to be put on the waiting list, please e-mail to: digital-marketing@wiwi.uni-wuerzburg.de



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