LFU:online

Institut für Management und Marketing Institut für Management und Marketing

Dr. Ralf Weinberger Dr. Ralf Weinberger

436204

PS Strategy and 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

Hooley, G.J., Saunder, J.A., Piercy, N.F. (2003): Strategic Marketing, 3rd ed., Pearson: London et al. Dubois, P.-L., Joliber, A. and Mühlbacher, H. (2006): Marketing Management - A Process Perspective, McMillan: London

Beginn: VB 16.10.2009