[ 973MGDWMAIS19 ] SE Marketing Instruments
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| Es ist eine neuere Version 2022W dieser LV im Curriculum Master's programme Business Informatics 2022W vorhanden. |
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| (*) Unfortunately this information is not available in english. |
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| Workload |
Education level |
Study areas |
Responsible person |
Hours per week |
Coordinating university |
| 4 ECTS |
M1 - Master's programme 1. year |
Business Administration |
Arne Floh |
2 hpw |
Johannes Kepler University Linz |
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| Detailed information |
| Pre-requisites |
(*)KS Marketing Management
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| Original study plan |
Master's programme Management 2019W |
| Objectives |
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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| Subject |
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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| Criteria for evaluation |
Final exam (100%)
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| Methods |
Lectures, Case Studies, Guest Speakers
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| Language |
English and French |
| Study material |
To be announced
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| Changing subject? |
No |
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| On-site course |
| Maximum number of participants |
25 |
| Assignment procedure |
Assignment according to priority |
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