436302 PS Strategy and Marketing

summer semester 2015 | Last update: 07.05.2018 Place course on memo list
436302
PS Strategy and Marketing
PS 1
2,5
positive evaluation of "Einführung in die Wirtschaftswissenschaften"
Block
each semester
German
Development of 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.
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
Theory-Input, Case Studies, Group presentations, discussions
40 % paper 40 % group presentation 20 % 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.

participation requirements see curricula

see dates
Group 0
Date Time Location
Mon 2015-03-23
09.00 - 11.45 UR 1 (Sowi) UR 1 (Sowi) Barrier-free
Mon 2015-05-04
09.00 - 11.45 UR 1 (Sowi) UR 1 (Sowi) Barrier-free
Mon 2015-06-01
09.00 - 11.45 SR 8 (Sowi) SR 8 (Sowi) Barrier-free
Mon 2015-06-22
09.00 - 11.45 UR 1 (Sowi) UR 1 (Sowi) Barrier-free