Inhalt
[ 2MARKMI ] IK Strategic and Operational Marketingmanagement
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| Es ist eine neuere Version 2021W dieser LV im Curriculum Bachelor's programme Business and Economics 2021W vorhanden. |
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| (*) Unfortunately this information is not available in english. |
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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 |
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| Detailed information |
| Pre-requisites |
(*)Voraussetzungen gemäß Studienfach Marketing und Internationales Marketing UND zusätzliche positive Absolvierung KS Strategisches Marketing-Management
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| Original study plan |
Bachelor's programme Business and Economics 2012S |
| 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.
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| 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.
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| Criteria for evaluation |
Written exam (40%), written group project and presentation (50%), active participation in class (10%)
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| Methods |
Case studies, group work
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| Language |
German |
| Study material |
Homburg, C.; Krohmer, H.: Marketingmanagement: Strategie – Instrumente – Umsetzung – Unternehmensführung. Gabler Verlag, Wiesbaden, current edition.
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| Changing subject? |
No |
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| On-site course |
| Maximum number of participants |
40 |
| Assignment procedure |
Assignment according to priority |
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