Inhalt

[ 973GMCPMARK19 ] KS Marketing Management

Versionsauswahl
Es ist eine neuere Version 2022W dieser LV im Curriculum Masterstudium Wirtschaftsinformatik 2022W vorhanden.
Workload Ausbildungslevel Studienfachbereich VerantwortlicheR Semesterstunden Anbietende Uni
6 ECTS M1 - Master 1. Jahr Betriebswirtschaftslehre Arne Floh 2 SSt Johannes Kepler Universität Linz
Detailinformationen
Anmeldevoraussetzungen keine (die Zulassung zum Studium vorausgesetzt)
Quellcurriculum Masterstudium Management 2019W
Ziele The principal objective of this course is to help students to develop a critical appreciation of both the opportunities and challenges associated with marketing management in the 21st century. During the semester, students will learn about:

  • Acknowledge the changing role of marketing management over time,
  • Understand the challenges facing marketing managers today,
  • Understand the role of technology in managing customer relationships,
  • Evaluate marketing strategies and actions based on high-level data interpretation, and
  • Be able to communicate marketing insights, and identify opportunities for firms to improve their marketing-activity performance.
Lehrinhalte This course offers an applied framework for marketing programmes and actions. Consequently, the course is organised around the decisions of marketing managers. Topics of the course include, but are not limited to digitalisation, consumer insights, customer engagement, etc.
Beurteilungskriterien Group presentation (40%), Final exam (60%)
Lehrmethoden The teaching and learning strategy is designed to

  • develop an advanced understanding of the nature and scope of marketing management;
  • gain a sound and critically informed knowledge of methods and frameworks of marketing management and
  • apply these in relevant marketing contexts.

The core teaching method includes weekly lectures and weekly interactive tutorials.

Abhaltungssprache English
Literatur To be announced
Lehrinhalte wechselnd? Nein
Äquivalenzen 973GMCPMARK10: Master Course Dimensions of Marketing Theory and Managerial Application (6 ECTS)
Präsenzlehrveranstaltung
Teilungsziffer 200
Zuteilungsverfahren Zuteilung nach Vorrangzahl