436211 PS Strategy-, Information- and Value-Creation Processes
winter semester 2014/2015 | Last update: 08.10.2014 | Place course on memo list436211
PS Strategy-, Information- and Value-Creation Processes
PS 2
3,5
Prerequisites: you need "Strategy and Marketing" and 4 other basic course
Profound knowledge in statistics is required.
weekly
each semester
English
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
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)
Profound knowledge in statistics is required!
Profound knowledge in statistics is required!
01.10.2014
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Group 0
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| Date | Time | Location | ||
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Wed 2014-10-01
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10.00 - 12.00 | SR 12 (Sowi) SR 12 (Sowi) | Barrier-free | |
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Fri 2014-10-10
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09.00 - 11.30 | SR 12 (Sowi) SR 12 (Sowi) | Barrier-free | |
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Tue 2014-10-14
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08.30 - 12.45 | SR 12 (Sowi) SR 12 (Sowi) | Barrier-free | |
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Tue 2014-10-21
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08.30 - 12.45 | SR 12 (Sowi) SR 12 (Sowi) | Barrier-free | |
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Wed 2014-10-22
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13.00 - 18.00 | SR 10 (Sowi) SR 10 (Sowi) | Barrier-free | |
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Tue 2014-10-28
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08.30 - 12.45 | SR 12 (Sowi) SR 12 (Sowi) | Barrier-free | |
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Tue 2014-11-04
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08.30 - 12.45 | SR 12 (Sowi) SR 12 (Sowi) | Barrier-free | |
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Tue 2014-11-11
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08.30 - 12.45 | SR 12 (Sowi) SR 12 (Sowi) | Barrier-free | |
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Tue 2014-11-18
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08.30 - 12.45 | SR 12 (Sowi) SR 12 (Sowi) | Barrier-free | |
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Tue 2014-11-25
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08.30 - 12.45 | SR 12 (Sowi) SR 12 (Sowi) | Barrier-free | |
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Tue 2014-12-09
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08.30 - 12.45 | SR 12 (Sowi) SR 12 (Sowi) | Barrier-free | |
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Tue 2014-12-16
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08.30 - 12.45 | SR 12 (Sowi) SR 12 (Sowi) | Barrier-free | |
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Wed 2015-01-07
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08.30 - 12.45 | SR 12 (Sowi) SR 12 (Sowi) | Barrier-free | |
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Tue 2015-01-13
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08.30 - 12.45 | SR 12 (Sowi) SR 12 (Sowi) | Barrier-free | |
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Tue 2015-01-20
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08.30 - 12.45 | SR 12 (Sowi) SR 12 (Sowi) | Barrier-free | |
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Tue 2015-01-27
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08.30 - 12.45 | SR 12 (Sowi) SR 12 (Sowi) | Barrier-free | Final Exam |