| Objectives |
The lecture offers an introduction to general principles of management and marketing. It is supposed to be done in parallel with the intensive course which intensifies several topics and allows to acquire more detailed as well as applied knowledge of some topics.
By attending this lecture students should
- get to know about the behavior of individuals in organizations, their collaboration and their interaction,
- learn about the structure, strategy and culture of organizations,
- become familiar with the management of people, in terms of behavioral aspects as well as organizational and more formal ones (human resource management),
- acquire basic knowledge about concepts and principles of modern marketing, in particular social media marketing,
- be able to apply the knowledge you have acquired to practice by using it in advanced questions, case studies, linking it to critical incidents and newspaper articles and by linking it to personal situations and your own jobs.
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| Study material |
- Mullins, Laurie J. (2011) Essentials of Organizational Behavior (3rd ed.). Essex: Prentice Hall.
- Mooradian, T.A., Matzler, K. & Ring, L.J. (2014) Strategic Marketing. New Jersey: Pearson.
The books are available at the main library or can be borrowed at the department for being copied.
The script covers all course slides as well as some additional readings (book chapters, articles).
- Deci, E.L. (1971) Effects of externally mediated rewards on intrinsic motivation. Journal of Personality and Social Psychology, Vol. 18, No. 1, 105-115
- Kotler, P. (2010) Future Model for Marketing 3.0
- Popitz H. (1968) Prozesse der Machtbildung (in Recht und Staat in Geschichte und Gegenwart)
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