[ 973MGDWMAIS19 ] SE Marketing Instruments
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| Es ist eine neuere Version 2022W dieser LV im Curriculum Masterstudium Wirtschaftsinformatik 2022W vorhanden. |
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| Workload |
Ausbildungslevel |
Studienfachbereich |
VerantwortlicheR |
Semesterstunden |
Anbietende Uni |
| 4 ECTS |
M1 - Master 1. Jahr |
Betriebswirtschaftslehre |
Arne Floh |
2 SSt |
Johannes Kepler Universität Linz |
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| Detailinformationen |
| Anmeldevoraussetzungen |
KS Marketing Management
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| Quellcurriculum |
Masterstudium Management 2019W |
| Ziele |
At the end of the course, students should:
- Understand the principles of marketing instruments (4Ps),
- Apply these principles and tools in case analysis and to practical business decision making, and
- Integrate the instruments in a comprehensive marketing plan (marketing mix).
This course primarily focuses on implementation so you can immediately apply the lessons learned to your work or to a business idea that you are thinking of taking to market.
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| Lehrinhalte |
In this course we will focus on the marketing mix and the skill-set needed to implement successful marketing strategies. Topics include the four key concepts of the marketing mix model, also known as the 4Ps:
- Product (Brand and Product Management),
- Pricing,
- Place (Distribution Channel Strategy and Retail) and
- Promotion (Communication Strategies, PR and Advertising).
This course pays particular attention to the impact of digitalisation on the principles of marketing instruments.
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| Beurteilungskriterien |
Final exam (100%)
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| Lehrmethoden |
Lectures, Case Studies, Guest Speakers
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| Abhaltungssprache |
English |
| Literatur |
To be announced
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| Lehrinhalte wechselnd? |
Nein |
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| Präsenzlehrveranstaltung |
| Teilungsziffer |
25 |
| Zuteilungsverfahren |
Zuteilung nach Vorrangzahl |
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