436301 PS Strategy and Marketing

summer semester 2018 | Last update: 07.11.2018 Place course on memo list
PS Strategy and Marketing
PS 1
positive evaluation of "Einführung in die Wirtschaftswissenschaften"
each semester

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

Homburg, Christian (2014): Grundlagen des Marketingmanagements, Wiesbaden: Gabler (344 Seiten). [H]
Jolibert, Alain, Hans Mühlbacher, Laurent Flores und Pierre-Louis Dubois (2012): Marketing Management: A Value-Creation Process, Houndmills u.a.: Palgrave MacMillan. [DJM]
Kotler, Philipp, Gary Armstrong, Veronica Wong und John Saunders (2011): Grundlagen des Marketing, 5. Aufl., Pearson Studium. [KAWS]
Matzler, Kurt, Julia Müller und Todd A. Mooradian (2011): Strategisches Management: Konzepte und Methoden, Wien: Linde. [MMM]

see dates
Group 0
Date Time Location
Tue 2018-03-20
10.00 - 12.45 SR 16 (Sowi) SR 16 (Sowi) Barrier-free
Tue 2018-04-24
10.00 - 12.45 SR 1 (Sowi) SR 1 (Sowi) Barrier-free
Tue 2018-05-22
10.00 - 12.45 SR 16 (Sowi) SR 16 (Sowi) Barrier-free
Tue 2018-06-12
10.00 - 12.45 SR 16 (Sowi) SR 16 (Sowi) Barrier-free