[ 515MASMMAVU20 ] IK Market-oriented Management: Advanced Course

(*) Unfortunately this information is not available in english.
Workload Education level Study areas Responsible person Hours per week Coordinating university
3 ECTS B2 - Bachelor's programme 2. year Business Administration Christoph Teller 2 hpw Johannes Kepler University Linz
Detailed information
Original study plan Bachelor's programme (*)Betriebswirtschaftslehre 2021W
Objectives The students work on current topics in market-oriented management based on projects and case studies. In the course of this, they acquire a deeper understanding of marketing decisions on a strategic and operative or marketing instrumental level. In addition, they are familiar with current sector-specific and international marketing phenomena.
  • Current issues and challenges of market-oriented management
  • Factors influencing strategic and operative marketing decisions
  • International and sector-specific marketing decisions
Criteria for evaluation Written exam and seminar project
Methods Theoretical inputs, self-study as well as exercises in small groups and phases of critical reflection and discussion are used to achieve the teaching and learning objectives.
Language German
Study material (*)Grundlagenliteratur: Kotler, P., Armstrong, G, Harries, L., Piercy, N. 2019. Grundlagen des Marketing (7.Aufl.). Pearson.

Wiederholend / Repetitive • Kapitel 14: Integrierte Marketingkommunikation (648-690, 43 Seiten) • Kapitel 15: Werbung und Öffentlichkeitsarbeit (694-737, 44 Seiten) • Kapitel 16: Persönlicher Verkauf und Verkaufsförderung (740-782, 43 Seiten) • Kapitel 17: Direktmarketing und digitales Marketing (786-822, 37 Seiten) Zusätzlich / Additional • Kapitel 5: Das Kaufverhalten der Konsumenten (241-295, 55 Seiten) • Kapitel 6: Marketing und Gesellschaft: gesellschaftliche Verantwortung und Ethik im Marketing (911-951, 41 Seiten)

Changing subject? No
On-site course
Maximum number of participants 40
Assignment procedure Assignment according to priority