| Objectives |
The students are familiar with the basics and principles of marketing, strategic management, and production and logistics. In particular they understand essential elements such as STP (segmenting/targeting/positioning) marketing, marketing tools (marketing mix), basic concepts of marketing research. They know the importance of strategic management and are familiar with the dimensions and levels of the policy development process. Furthermore, they acquire the basic knowledge necessary for understanding issues related to procurement, production and distribution logistics.
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| Subject |
Marketing:
Position of Marketing in Business Administration as a field of science, introduction to marketing, segmenting-targeting- positioning-marketing, marketing tools (marketing mix), basic concepts of marketing research.
Strategy:
Strategy (introduction, strategy as a perspective (inside-out)); analysis of the firm (introduction, strategic direction: resources, capabilities, core competencies, strategy as position (outside-in)); environmental analysis (introduction, strategy, competitive positioning and the market (STP), strategy and strategic ,management, concepts, dimensions and levels, strategy process).
Production and Logistic Management:
Basic knowledge of production and logistic systems, procurement-, production- and distribution logistics.
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