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Students gain basic knowledge of market-oriented company strategy and marketing and should develop their capabilities to analyze, discuss and develop solutions regarding in business settings.

In the strategy part of the lecture, the process of strategic management is explained. The focus is on the strategic analysis of the company and the corporate environment as well as in the formulation of corporate strategy. In the marketing part of the lecture, the focus is on consumer perspectives and the instrumental perspective (marketing mix) of marketing, but it will also discuss the theoretical information-related and institutional perspective. The theoretical and conceptual input is illustrated by means of mini-cases and a variety of examples.

Lecture, mini-case studies and discussion, one-minute-paper and discussion, guest lectures

Exam

Dubois, Pierre-Louis, Alain Jolibert, Flores Laurent und Hans Mühlbacher (2012): Marketing Management: A Value-Creation Process, 2. Aufl., Houndmills u.a.: Palgrave MacMillan, Kapitel 7, 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.

Also, please refer to course outline and information provided on OLAT.

Prerequisite: "Einführung in die Wirtschaftswissenschaften"

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