LFU:online

Department of Management and Marketing Department of Management and Marketing

Eileen van Dongen, MA Eileen van Dongen, MA, +43 512 507 72507, +43 512 507 81607

436204

PS Strategy and Marketing (IWW)

PS 1

2

weekly

each semester

German

Development of 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.

Topics of lecture are discussed in greater details: 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

Theory-Input, Case Studies, Group presentations, discussions

40 % paper, 40 % group presentation, 20 % 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.

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

see dates