LFU:online

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

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]