[ 926SPMA20 ] Subject Specialization in Marketing

Workload Mode of examination Education level Study areas Responsible person Coordinating university
6 ECTS Accumulative subject examination M2 - Master's programme 2. year Business Administration Christoph Teller Johannes Kepler University Linz
Detailed information
Original study plan Master's programme Business Informatics 2020W
Objectives Students understand the principles of marketing tools (4Ps) and are able to apply these principles and tools in case analysis as well as in practical decision making in the company. They can integrate the instruments into a comprehensive marketing plan (marketing mix). They also understand the concept of relationship marketing, how it differs from other forms of marketing and how this marketing perspective is linked to digital marketing.
Subject The focus is on marketing mix, relationship marketing and the skill-set needed to implement successful marketing strategies and.

Topics include

  • the four key concepts of the marketing mix model: 4Ps (Product, Pricing, Place, Promotion)
  • the impact of digitalisation on the principles of marketing instruments.
  • Understanding the importance of relationship marketing
  • Principles of relationship marketing and its link to digital marketing
  • Effects and process of relationship marketing
  • Prerequisites for successful relationship marketing
Subordinated subjects, modules and lectures