Inhalt

[ 973GMCCMARK22 ] KS (*)Marketing Management

Versionsauswahl
(*) Leider ist diese Information in Deutsch nicht verfügbar.
Workload Ausbildungslevel Studienfachbereich VerantwortlicheR Semesterstunden Anbietende Uni
6 ECTS M1 - Master 1. Jahr Betriebswirtschaftslehre Christoph Teller 2 SSt Johannes Kepler Universität Linz
Detailinformationen
Anmeldevoraussetzungen (*)keine (die Zulassung zum Studium vorausgesetzt)
Quellcurriculum Masterstudium Management 2022W
Ziele (*)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]
Lehrinhalte (*)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
Beurteilungskriterien (*)
  • 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

Lehrmethoden (*)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.
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 (*)none
Äquivalenzen (*)973GMCPMARK10: Master Course Dimensions of Marketing Theory and Managerial Application (6 ECTS)
Präsenzlehrveranstaltung
Teilungsziffer 200
Zuteilungsverfahren Zuteilung nach Vorrangzahl