LFU:online

Department of Management and Marketing Department of Management and Marketing

Mag. Dr. Florian Krischan, BEd Mag. Dr. Florian Krischan, BEd

436201

PS Strategy and Marketing

PS 1

2,5

positive evaluation of "Einführung in die Wirtschaftswissenschaften"

Block

each semester

English

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

- Dubois, Pierre-Louis, Alain Jolibert und Hans Mühlbacher (2007): Marketing Management: A Value-Creation Process, Houndmills u.a.: Palgrave MacMillan, Kapitel 7 and 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.

21.03.2014