LFU:online

Institut für Management und Marketing Institut für Management und Marketing

Mag. Martina Bauer Mag. Martina Bauer

436202

PS Strategie und Marketing

PS 1

2,5

positive Beurteilung des Pflichtmoduls gemäß § 6 Abs. 1 Z 1 Einführung in die Wirtschaftswissenschaften

Block

semestral

Englisch

The students deepen their theoretical and practical understanding of strategy formation and marketing, the decisions to be taken, various tools to be applied, and activities to be carried out in different stages of strategy formation. Students also improve their group decision-making, team presentation and English communication skills.

The Influence of the Marketing Approach on Strategic Analysis and Thinking Developing a core strategy: objectives, portfolio, competitive strategy, resource allocation Strategic positioning: segmentation, differentiation, core competencies, implementation

The course closely follows the contents of the VL, applying those contents to the analysis, discussion and solution of case studies.

Individual short case study preparation paper Group presentation on a case study Class participation

- Dubois, Pierre-Louis, Alain Jolibert und Hans Mühlbacher (2007): Marketing Management: A Value-Creation Process, Houndmills u.a.: Palgrave MacMillan, Kapitel 7 und 8. - Homburg, Christian und Harley Krohmer (2009): Grundlagen des Marketingmanagements, 2. Aufl., Wiesbaden: Gabler, Kapitel 1,2, 4, 7, 9-13. -Matzler, Kurt, Julia Müller und Todd A. Mooradian (2011) Strategisches Management: Konzepte und Methoden, Linde: Wien, alle Kapitel.

Beginn: VB am 24.3. um 10 Uhr, SR 12