[ 973MGDWMAIS19 ] SE Marketing Instruments

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 2022W
Objectives This course aims to:

  • Introduce a range of marketing research strategies and current issues to understand how different marketing instruments influence consumer, the overall market and organisations.
  • Equip students with a sound understanding of the process of implementing sets of marketing instruments.
  • Provide students with techniques and tools for analysis methods in marketing research.
  • Enable students to integrate marketing instruments and strategies in practice.

Learning outcomes:

On successful completion of this course, the students will be able to:

  • LO1: Appreciate the composition of marketing instruments and their implementation in today's dynamic markets. [subject knowledge]
  • LO2: Synthesise knowledge of how to employ marketing instruments in a real-life case setting. [cognitive/analytical]
  • LO3: Accurately identify and apply marketing instruments and strategies within different contexts. [cognitive/analytical]
  • LO4: Critically evaluate various marketing instrument applications within a specific context. [cognitive/analytical]
  • LO5: Apply decision making skills related to specific marketing instruments. [professional/practical skills]
  • LO6: Discuss and evaluate various marketing instrument applications. [professional/Practical skills]
  • LO7: Analyse key drivers affecting the use of marketing instruments in general. [professional/practical skills]
  • LO8: Demonstrate the ability to formulate and present a whole research project comprehensible and clear. [transferable skills]
Subject The course focuses on the interplay between marketing instruments and their application in practice, augmented with current trends and contemporary issues. Overall, it makes the critical connection between business and marketing strategy as well as strategic and operational dimensions. Throughout the different stages of the course students are exposed to a real-life case and empirically evaluate marketing related issues through constructing, collecting, analysing and interpreting primary data (qualitative and quantitative research methods). As an outcome of this evaluation students propose ways on how to deploy marketing instruments to develop, communicate and deliver improved value propositions related to particular case settings.
Criteria for evaluation Exam

  • Main and re-try Exam (one of the two exams must be positive in order to pass the course)
  • 45 min length
  • Multiple Choice Questions
  • Examination Literature
    • Set of Slides
    • Saunders, M., Lewis, P. & Thornhill, A. (2019). Research Methods for Business Students, (7th edition)

Interactive Component The assessment strategy is designed to provide students with a practical opportunity to apply theoretical concepts of marketing management and instruments and demonstrate their theoretical and practical understanding associated with marketing management and instruments. Furthermore, it helps to apply theoretical knowledge in research methods to practical examples.

  • Groupwork (about 3 students) – allocation takes place through course co-ordinators
  • Scope: 1,500 words per student (± 10%; excl. references & appendix)
  • Submission: via Moodle (PDF)

The assignment enables students to:

  • Apply relevant consumer behaviour, marketing and management concepts and theories in

describing and examining the selected real-life case

  • Critically and insightfully analyse the operational effectiveness of the marketing instruments
  • Apply theoretical knowledge in research methods to practical examples and
  • Prepare and present management report that facilitates the construction and management of a specific application

Formative assessment and feedback will be provided in tutorials as part of group discussions and presentations, i.e. verbal feedback which informs the final summative assessment. During the presentations of preliminary results, the students receive feedback from the course instructors and colleagues, which must be included for the next presentation. As part of the assignment development process, students will be given indications of achievement on five-point scales between poor and strong; one for each of the assessment criteria published with the brief in week one. This will be supplemented by qualitative feedback. Lastly, a summary statement of generic feedback and group performance will be supplied to assist the student in reflecting on their own individual performance relative to that of peers.

Exam (MC-Questions): 51% Interactive Component: 40% Attendance and Working during Lectures: 9%

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.
Study material Compulsory reading:

Set of Slides

Saunders, M., Lewis, P. & Thornhill, A. (2019). Research Methods for Business Students, (7th edition)

Supplementary Readings:

Field, A. (2017). Discovering Statistics Using IBM SPSS Statistics (5th Edition)

Kotler, P., Keller, K., Brady, M., Goodman, M. & Hansen, T (2019). Marketing Management, (4th edition)

Details of relevant journal articles and useful web sites will be provided throughout the teaching of the Course.

Changing subject? No
Further information none
On-site course
Maximum number of participants 25
Assignment procedure Assignment according to priority