Inhalt

[ 973GMCCMARK22 ] KS Marketing Management

Versionsauswahl
Workload Education level Study areas Responsible person Hours per week Coordinating university
6 ECTS M1 - Master's programme 1. year Business Administration Christoph Teller 2 hpw Johannes Kepler University Linz
Detailed information
Pre-requisites keine (die Zulassung zum Studium vorausgesetzt)
Original study plan Master's programme Management 2022W
Objectives This course aims to:

  • Introduce a range of marketing management issues pertinent to understanding how different elements of a business fit together to create a coherent organisation 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:

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

  • LO1: Appreciate the scope and character of marketing in today's dynamic markets. [subject knowledge]
  • LO2: Synthesise 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: Analyse 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]
Subject Indicative content in the context of channel management in a digital environment includes:

  • Locating Marketing within the general management of an organisation, e.g. Development of the Marketing understanding and Linking Marketing to other business functions
  • Understanding markets and customers, e.g. markets, consumer behaviour 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
Criteria for evaluation
  • 1.5 Hour Examination (closed book) / 50 %
  • Group coursework (3000 words) / 50 %

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

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 tutorial, use of case studies and seminar exercises.
Study material 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.

Changing subject? No
Further information none
Corresponding lecture 973GMCPMARK10: Master Course Dimensions of Marketing Theory and Managerial Application (6 ECTS)
On-site course
Maximum number of participants 200
Assignment procedure Assignment according to priority