Inhalt

[ 973GMCPMARK19 ] KS Marketing Management

Versionsauswahl
Workload Ausbildungslevel Studienfachbereich VerantwortlicheR Semesterstunden Anbietende Uni
6 ECTS M1 - Master 1. Jahr Betriebswirtschaftslehre Christoph Teller 2 SSt Johannes Kepler Universität Linz
Detailinformationen
Anmeldevoraussetzungen keine (die Zulassung zum Studium vorausgesetzt)
Quellcurriculum Masterstudium Management 2020W
Ziele 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 (strategic) marketing management and the different components of the strategy development cycle.
  • 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.
Lehrinhalte Indicative content in the context of channel management 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
Beurteilungskriterien Group coursework (50%), Exam (50%)
Lehrmethoden 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 tutorial, use of case studies and seminar exercises.
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