Es ist eine neuere Version 2022W dieses Fachs/Moduls im Curriculum Master's programme Economic and Business Analytics 2024W vorhanden.
Workload
Mode of examination
Education level
Study areas
Responsible person
Coordinating university
6 ECTS
Course examination
M1 - Master's programme 1. year
Business Administration
Gerhard Wührer
Johannes Kepler University Linz
Detailed information
Original study plan
Master's programme General Management 2016W
Objectives
Students know the basic scientific approaches for the description, explanation, and design of marketing decisions in theory and empirical application. The course participants elaborate an overview of the status quo and the development of scientific and methodological discussion within marketing science in consumer-, service-, and business to business marketing.Course participants develop the knowledge of the relevant literature, explain critically the original sources, write their own comments and contributions to aspects in question and present their solutions.Students understand the implications of individual approaches of marketing theories for managerial application and they are able to use them.
Subject
The module marketing deals with theoretical knowledege of marketing and the mangerial application. In addition to that it considers the trends with their various aspects of development. It covers in the details of German and English approaches of marketing science. It also covers which controversial positions to single marketing phenomena have been taken and their corresponding evidences and applications of marketing knowledge.
