LFU:online

Department of Management and Marketing Department of Management and Marketing

Dr. Maria Kreuzer Dr. Maria Kreuzer
Ass.-Prof. Dr. Roland Schroll, MSc Ass.-Prof. Dr. Roland Schroll, MSc, +43 512 507 72502

436211

PS Strategic Marketing, Value Creation and Value Delivery

PS 2

3,5

Prerequisites: you need "Strategy and Marketing" and 4 other basic course Profound knowledge in statistics is required.

weekly

each semester

English

Students will learn how to develop a marketing strategy, how to evaluate product protfolios, develop new products, manage a brand, and how to derive important strategic decisions for marketing action. Marketing research and phsychological theories will support and complement strategic marketing thinking. Students will aslo learn how to apply their knowledge in practice.

The marketing strateg process Position and positioning Market research methods for strategy development New product development and innovation Elimination and modification of products Contemporary perspectives of brands and brand management

We employ the active learning model, consisting of: Group work, talking to marketing managers, case studies, project work, in-class reflections and discussions

Exams, group reports, and active class participation

1) Marketing-Literature: Dubois, P.-L., Mühlbacher, H., Jolibert, A. (2007) Marketing Management – A Value-creation Process, Hampshire: Palgrave Macmillan

See Syllabus for further literature.

 

you need "Strategy and Marketing" and 4 other basic courses. Profound knowledge in statistics is required. You will have to hand in a reflection paper in Session 2 (xx.10.15). A positive grade in that reflection paper is necessary to continue the course. You will get the relevant information for writing the reflection paper in the first Session (xx.10.15).

 

12.03.2018