436206 VO Strategie-, Informations- und Wertkreationsprozesse

Wintersemester 2012/2013 | Stand: 06.03.2013 LV auf Merkliste setzen
Institut für Management und Marketing Institut für Management und Marketing
Mag. Christoph Antretter Mag. Christoph Antretter
Ass.-Prof. Dr. Roland Schroll, MSc Ass.-Prof. Dr. Roland Schroll, MSc, +43 512 507 72502
436206
VO Strategie-, Informations- und Wertkreationsprozesse
VO 2
4
SBWL (G) Marketing
Prerequisites: you need "Strategy and Marketing" and 4 other basic course Profound knowledge in statistics is required.
wöch.
semestral
Englisch
You will get to know how to develop a marketing strategy, how to manage brand equity, and how to derive important strategic decisions for product management and communications from positioning.
Strategy-Processes and Brand Management Position and Positioning New Product Development Elimination and Modification of Products Communication Strategy
mini exams, group work, case studies, project work, final exam
Exams 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)
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!
Beginn: VB am Di, 02.10.2012, 08:30-10:30, SR 12
http://marketing.uibk.ac.at
siehe Termine SE