Inhalt

[ 973MGDWMAIS19 ] SE Marketing Instruments

Versionsauswahl
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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 Christoph Teller 2 hpw Johannes Kepler University Linz
Detailed information
Pre-requisites (*)KS Marketing Management
Original study plan Master's programme Management 2020W
Objectives This course aims to:

  • Introduce a range of marketing management issues pertinent to understanding how different elements of a business fit together to create a coherent organisation and an effective marketing strategy.
  • Equip students with a sound understanding of the process of implementing sets of marketing instruments.
  • Provide students with a rigorous foundation and tools for analysis and understanding the core decisions that have to be made in marketing.
  • Enable students to integrate theoretical concepts and models in strategy and marketing with practical application to business situations.
Subject Indicative content in the context of managing marketing instruments in a digital environment includes:

  • Locating Marketing within the general management of an organisation, e.g. development of the marketing understanding and linking marketing to other business functions
  • Understanding markets and customers, e.g. markets, consumer behaviour and segmentation
  • Creating value propositions, e.g. products and services
  • Price decisions, e.g. willingness to pay, price demand functions and price elasticity
  • Sales and channel decisions, e.g. sales entities, multichannel management and channel integration
  • Communication decisions, e.g. communicating superior value and communication channels
  • Process and customer contact point decisions, e.g. customer participation, process management, capacity and demand management
  • Relationship Marketing, e.g. customer satisfaction and loyalty, complaint and recovery management
Criteria for evaluation Group coursework (100%)
Methods The learning and teaching strategy is designed to develop knowledge and understanding in both theoretical and practical perspectives. In addition to self-directed learning, the teaching and learning methods include formal lecture and (mostly) tutorials.
Language English and French
Study material To be announced
Changing subject? No
On-site course
Maximum number of participants 25
Assignment procedure Assignment according to priority