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P.h.D John Hulland P.h.D John Hulland

146679

MKT 3501.1 - Principles of Marketing

SE 3

3

Block

keine Angabe

Englisch

Prerequisites: ECON 1203 [The Department of Marketing grants permission to any INTERNATIONAL SUMMER SCHOOL 2012 participant to enroll in this course.] A course designed to introduce the role of marketing in society. Particular emphasis is placed on those market-related variables which are subject to control by the firm. The viewpoint taken is that of the marketing manager whose role it is to make decisions relating to marketing strategy.

This course is built around the premise that providing superior value to customers is a primary means of creating value for the firm and its stakeholders. There are three components: • Examining the role of marketing in creating value for the firm; • Marketing strategy – the strategic decision of what value to provide and to whom; and • How to deliver on the value proposition more effectively and efficiently than competition through the formulation, implementation, evaluation, and control of marketing mix programs. The overriding purpose of the course is to provide you with the opportunity to develop a fundamental understanding of marketing and the role of marketing in creating value. This course should enable you to: • Understand why the path to creating superior value for an organization and its stakeholders lies through delivering value to customers more effectively and efficiently than competitors (in other words, a market orientation); and • Apply concepts and tools for evaluating and/or formulating an organization’s marketing strategy and tactics in a systematic framework. I will focus in particular on the automotive and brewing sectors of business, and use local firms (e.g., BMW, Audi, Heidelberg, Riegele) as examples of marketing in action. Further, I will make use of several European-based cases as class materials.

Class Rules & Attendance The University of New Orleans International Summer School program has a mandatory class attendance policy. All students are required to attend class for all classes and any required lectures and field trips. No unexcused absences are allowed. However, UIBK students who have to miss a UNO class due to UIBK examinations in the first two weeks of our program, can receive one excused absence for this. Any further unexcused class days will result in an academic penalty. Each faculty member determines the penalty for missed classes. Most professors deduct a letter grade for each additional missed class day. For details, please refer to your course syllabi, which will be distributed on the first day of class. Mail: Center-New-Orleans@uibk.ac.at
Beginn: 1. Juli 2013

01.07.-08.08.2013, 08:00 - 09:20 Uhr