[ 572MARKSUOU15 ] IK Strategic and Operational Marketingmanagement

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Workload Education level Study areas Responsible person Hours per week Coordinating university
3 ECTS B2 - Bachelor's programme 2. year Business Administration Katharina Hofer 2 hpw Johannes Kepler University Linz
Detailed information
Pre-requisites (*)KS Strategisches Marketing-Management (Einstiegskurs)
Original study plan Bachelor's programme Business and Economics 2021W
Objectives The students will gain a crosslinked understanding of tasks, problems and methods of a marketing manager from a holistic point of view. They will recognize the complexity of interdependencies in goal setting and in strategic and operational decisions that have to be taken.
Subject Analysis of case studies and development of strategies and solutions for problem definitions concerning the topics of consumer behaviour, market orientation, 4 PS (product, place, promotion, price), services marketing, retailing and international marketing.
Criteria for evaluation Written exam (40%), written group project and presentation (50%), active participation in class (10%)
Methods Case studies, group work
Language German
Study material Homburg, C.; Krohmer, H.: Marketingmanagement: Strategie – Instrumente – Umsetzung – Unternehmensführung. Gabler Verlag, Wiesbaden, current edition.

Changing subject? No
Corresponding lecture (*)515MASMMAVU20: IK Marktorientiertes Management: Vertiefung (3 ECTS)
Earlier variants They also cover the requirements of the curriculum (from - to)
2MARKMI: IK Strategic and Operational Marketingmanagement (2007S-2015S)
On-site course
Maximum number of participants 40
Assignment procedure Assignment according to priority