436210 VO Strategy-, Information- and Value-Creation-Processes

winter semester 2014/2015 | Last update: 08.10.2014 | Place course on memo list

Department:

Department of Management and Marketing

Instructor:

Mag. Sabrina Gabl
Ass.-Prof. Dipl.-Kfm. Dr. Mathias Streicher, +43 512 507 72503

Course number:

436210

Title:

VO Strategy-, Information- and Value-Creation-Processes

Type/hours:

VO 2

ECTS credits:

Module allocation(s):

SBWL (G) Marketing

prerequisite(s):

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

Period:

weekly

Mode of repetition:

each semester

Language of instruction:

English

Learning Outcome:

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.

Contents:

Strategy-Processes and Brand Management Position and Positioning New Product Development Elimination and Modification of Products Communication Strategy

Methods:

mini exams, group work, case studies, project work, final exam

Assessment:

Exams and active class participation

Literature:

for the first exam: 1) Marketing-Literature: Dubois, P.-L., Mühlbacher, H., Jolibert, A. (2007) Marketing Management – A Value-creation Process, Hampshire: Palgrave Macmillan Chapter 1-2 (ohne Toolboxes); 2) Webster, F.E., Lusch, R.F. (2013): Elevating Marketing: marketing is dead! Long live marketing!, Journal of the Academy of Marketing Science, Vol. 41, pp 389-399. 3) 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:

Profound knowledge in statistics is required!

Remarks:

Profound knowledge in statistics is required!

Start:

04.03.2014

Time, location:

siehe Termine SE, wenn keine TVR-Buchung