Server-Wartungsarbeiten am 26. und 27.08.! An beiden Tagen sind keine Bewerbungen, Einschreibungen oder Anträge auf Immatrikulation sowie andere studentische Anwendungen (Rückmeldung, Immatrikulationsbescheinigungen etc.) möglich. Ab dem 28.08. stehen alle Funktionen wieder wie gewohnt zur Verfügung.

Module description

Strategic and Marketing Management

Prerequisite

Basic knowledge in Business Administration.

Teaching methods Seminar
Learning target

Marketing is the study and practice of providing goods or services that satisfy both consumer and industrial users. An effective marketing process is responsible for identifying, anticipating and satisfying consumer and industrial users requirements profitably.

The aim of this lesson is to provide the fundamental concepts of strategic marketing management and to practice applications of the key marketing skills and frameworks including:

  • Marketing Mix (Product, Price, Place [distribution], Promotion)
  • Quantitative analysis (covering tools from cost accounting such as break-even analysis)
  • Brand identity prism
  • Product Life cycles
  • International strategic marketing perspectives

The class will be highly practical and interactive focusing on utilising case examples using quantitative marketing tools (as well as market research and E-Learning tools will be used).


Goals

General:

Understanding

  • the principles of modern strategic marketing as an important entrepreneurial function
  • the existing interdependencies to other functional areas which have to be taken into account in the context of decision making

Specific:

Expertise in

  • using the different Marketing tools
  • involving additional tools from other functional areas such as cost accounting, investment & finance market research techniques
Duration 2 Semester
Hours per week 4.0
Overview
  • Classes:45 h
  • Individual/
    Group work:105 h

  • Workload:150 h
Credits and grades

Project work

The module grade is factored in 6/90 in the final grade.

 

ECTS 5.0
Responsible person

Prof. Dr. R. Fischer

Max. participants 20
Recommended semester 1 and 2
Frequency Every sem.
Usability

The content of the module can also be used for the University's own part-time program "General Management".

Lectures Strategic and Marketing Management
Type Seminar
Nr. IBC-05-01
Hours per week 2.0
Lecture contents

Marketing is the study and practice of providing goods or services that satisfy both consumer and industrial users. An effective marketing process is responsible for identifying, anticipating and satisfying consumer and industrial users requirements profitably.

The aim of this lesson is to provide the fundamental concepts of strategic marketing management and to practice applications of the key marketing skills and frameworks including:

  • Marketing Mix (Product, Price, Place [distribution], Promotion)
  • Quantitative analysis (covering tools from cost accounting such as break-even analysis)
  • Brand identity prism
  • Product Life cycles
  • International strategic marketing perspectives

The class will be highly practical and interactive focusing on utilising case examples using quantitative marketing tools (as well as market research and E-Learning tools will be used).


Goals

General:

Understanding

  • the principles of modern strategic marketing as an important entrepreneurial function
  • the existing interdependencies to other functional areas which have to be taken into account in the context of decision making

Specific:

Expertise in

  • using the different Marketing tools
  • involving additional tools from other functional areas such as cost accounting, investment & finance market research techniques
Literature

Marketing Management Global Edition 14th Edition by Philip Kotler and Kevin Lane Keller (2014) ISBN13: 9780273777069 Pearson Publishing.


← Back Save as Docx