[ 973GMCCIMMK23 ] KS (*)Introduction to Marketing Management

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Workload Ausbildungslevel Studienfachbereich VerantwortlicheR Semesterstunden Anbietende Uni
6 ECTS M1 - Master 1. Jahr Betriebswirtschaftslehre Christoph Teller 2 SSt Johannes Kepler Universität Linz
Anmeldevoraussetzungen (*)keine (die Zulassung zum Studium vorausgesetzt)
Quellcurriculum Masterstudium Management 2023W
Ziele (*)
  • Introduce a range of marketing management issues pertinent to understanding how different elements of a business fit together to create a coherent organization 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

Learning outcomes

  • LO1: Appreciate the scope and character of marketing in today's dynamic markets. [subject knowledge]
  • LO2: Synthesize knowledge of marketing strategy, marketing operations and tactics and apply concepts to national and international case studies. [cognitive/analytical]
  • LO3: Discuss and evaluate social and ethical issues relating to marketing management. [cognitive/analytical]
  • LO4: Accurately identify and apply relevant theory within different sector specific contexts. [cognitive/analytical]
  • LO5: Critically evaluate various marketing management approaches and application of strategy within a specific context. [cognitive/analytical]
  • LO6: Apply decision making skills related to marketing management. [professional/practical skills]
  • LO7: Discuss and evaluate various marketing management approaches and designs. [professional/Practical skills]
  • LO8: Analyze key drivers affecting marketing management in general. [professional/practical skills]
  • LO9: Demonstrate the ability to formulate and present a concise, insightful analysis which exposes issues logically and coherently. [transferable skills]
Lehrinhalte (*)The course is designed to convey current theory with respect to “Marketing Management”. A strong focus is on decision making throughout the different phases and challenges of a company in different industries. Students will be guided to applying this knowledge by discussing various real-life cases.

Indicative content in the context of channel management in a digital environment includes:

  • Locating Marketing within the general management of an organization, e.g. Development of the Marketing understanding and Linking Marketing to other business functions
  • Understanding markets and customers, e.g. markets, consumer behavior 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 (*)
Units of AssessmentWeighting towards course Mark (%)
1.5 Hour Examination (closed book)50
Group coursework (3000 words)50
Alternative Assessment: as above 

Qualifying Condition(s): 50 % for each assessment is required to pass the course.

The assessment strategy is designed to: i) provide students with a practical opportunity to apply theoretical concepts of marketing management; ii) demonstrate their theoretical and practical understanding associated with marketing management. Thus, the summative assessment for this course consists of two components:

Assessment 1 - Assignment (Mini-project, 50% weight): Students are required to submit a 3000-words written group (maximum of five students) report on the marketing management strategy and tactics of a specific company. More specifically, students are required to describe and critically evaluate on the pre-assigned topic, apply it to a relevant company, then report their findings in writing. Further the mini-project needs to be presented in class. Relevant concepts and theories must be used in both setting up an evaluation structure and interpreting and consequently discussing the results of the empirical evaluation. All reports must be submitted via Moodle. The assignment enables students to:

  • Apply marketing and management concepts and theories in describing and examining a specific type of company;
  • Critically and insightfully analyse the operational effectiveness of the marketing strategy and
  • Prepare and present management report that facilitates the adoption of the theoretic concepts in practice.

This first assessment relates specifically (but not exclusively) to the following learning outcomes (ascending order of importance) – LO2, LO3, LO4, LO5, LO6, LO7, LO9.

Assessment 2 - Exam (50% weight): An individual assessment, students are required to answer a multiple-choice exam within an hour. The questions are designed in that way that they test both theoretical and practical understanding of students in relation to the course. The individual exam enables students to:

  • Identify and apply relevant theoretical concepts to address various marketing management issues,
  • Thoughtfully identify good and bad marketing management practices in various product contexts, and then provide recommendations to address these good and bad practices.
  • Insightfully understand the strategic and operational importance of marketing management from different perspectives (consumer marketing, b-t-b marketing);

This second assessment relates specifically (but not exclusively) to the following learning outcomes (ascending order of importance) – LO1, LO2, LO3, LO4, LO5 and LO7.

Both assessment components have been designed to:

  • Develop an understanding of the origins and latest development of marketing management practices across different sectors,
  • Gain a sound and critically informed knowledge of the essential concepts and models within the marketing as well as the supply chain management discipline, and then apply these concepts in critically examining ‘real-life’ marketing management practices.

Formative assessment and feedback will be provided in tutorials as part of group discussions and presentations, i.e. verbal feedback and mini assignment which informs the final summative assessment. The assignment will be the principal means of providing formative feedback. Students will be given indications of achievement. The group paper will be graded according a weighted scale of five criteria (pre-announced and published on Moodle in week 1). This will be supplemented by qualitative feedback. For the exam, individual feedback will be available on request, when marking has been completed. For both items of assessment, 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.

Lehrmethoden (*)The learning and teaching strategy is designed to develop knowledge and understanding in both theoretical and practical perspectives:

  • Interactive
  • Adaptive (with respect to the basic knowledge of the group)
  • Group discussions
  • Analytical field work (group projects)
  • Feedback

In addition to self-directed learning, the teaching and learning methods include formal lecture and tutorial, use of mini-case studies and seminar exercises. Considering the latest didactic tools of in-classroom teaching, the lecturer will integrate online and offline tools. The content will be presented actively by the course leader as well as interactively as a team along with the students.

Abhaltungssprache Englisch
Literatur (*)Kotler, Philip and Keller, Kevin L., Goodman, Malcom, Brady, Mairead, Hansen, Torben (2019): Marketing Management. 4th European edition, Pearson: Boston.

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

Lehrinhalte wechselnd? Nein
Sonstige Informationen (*)For quality assurance and improvement purposes, please participate in all JKU course evaluations and surveys!
Äquivalenzen (*)973GMCPMARK10: KS Master Course Dimensions of Marketing Theory and Managerial Application (6 ECTS)
Frühere Varianten Decken ebenfalls die Anforderungen des Curriculums ab (von - bis)
973GMCCMARK22: KS Marketing Management (2022W-2023S)
973GMCPMARK19: KS Marketing Management (2019W-2022S)
Teilungsziffer 200
Zuteilungsverfahren Zuteilung nach Vorrangzahl