LFU:online

Department of Management and Marketing Department of Management and Marketing

Priv.-Doz. Dr. Andreas Kallmünzer Priv.-Doz. Dr. Andreas Kallmünzer

436401

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.

Topics of lecture are discussed in greater details: 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

Matzler/Müller/Mooradian: Strategisches Management - Konzepte und Methoden, 2010, Linde Verlag Kotler: Grundlagen des Marketing, 2007, Pearson Studium PS-contents

see dates