LFU:online

Institut für Management und Marketing Institut für Management und Marketing

Ass.-Prof. Dr. Roland Schroll, MSc Ass.-Prof. Dr. Roland Schroll, MSc, +43 512 507 72502
Ass.-Prof. Dipl.-Kfm. Dr. Mathias Streicher Ass.-Prof. Dipl.-Kfm. Dr. Mathias Streicher, +43 512 507 72503

436216

PS Strategie-, Informations- und Wertkreationsprozesse

PS 2

3,5

Prerequisites: you need "Strategy and Marketing" and 4 other basic course Profound knowledge in statistics is required.

wöch.

semestral

Englisch

Students will learn how to develop a marketing strategy, how to evaluate product protfolios, develop new products, manage a brand, and how to derive important strategic decisions for marketing action. Marketing research and phsychological theories will support and complement strategic marketing thinking. Students will aslo learn how to apply their knowledge in practice.

The marketing strateg process Position and positioning Market research methods for strategy development New product development and innovation Elimination and modification of products Contemporary perspectives of brands and brand management

We employ the active learning model, consisting of: Group work, talking to marketing managers, case studies, project work, in-class reflections and discussions

Exams, group reports, and active class participation

Marketing-Literature: Dubois, P.-L., Mühlbacher, H., Jolibert, A. (2007) Marketing Management – A Value-creation Process, Hampshire: Palgrave Macmillan Chapter 1-4 (ohne Toolboxes) Statistic-Literature: Malhotra, N. (2004). Marketing Research - An Applied Orientation, 4th Edition. Pearson Education International. Chapter 15 (pp. 424-465), Chapter 16 (pp. 466-493), Chapter 17 (pp. 494-531) The literature is already in the secretariat or in the Studia as a master copy.

Prerequisites: you need "Strategy and Marketing" and 4 other basic course Profound knowledge in statistics is required. A positive grade in the first exam including statistics is mandatory! Tutorial in Statistics is offered! 01.03.2013 im HS3 09:00-11:00 Uhr * ALLE (Theorie) 01.03.2013 im U2 11:15-14:15 Uhr * Gruppe 1 (PC) 14:15-17:15 Uhr * Gruppe 2 (PC) 17:15-20:15 Uhr * Gruppe 3 (PC) Zuerst soll Gruppe 1 und 2 gefüllt werden!!! 02.03.2013 im HS3 09:00-15:00 Uhr * ALLE (Theorie) Please register in the office "Marketing"! EURO 35,00
Beginn: VB am Di, 05.03.2013, 08:30-10:30, SR 12

siehe Termine