436211 PS Strategic Marketing, Value Creation and Value Delivery
summer semester 2021 | Last update: 08.03.2021 | Place course on memo listPhilipp Jaufenthaler, BSc MSc PhD
Philipp Jaufenthaler, BSc MSc PhD, +43 512 507 72504
Ass.-Prof. Dr. Roland Schroll, MSc Ass.-Prof. Dr. Roland Schroll, MSc, +43 512 507 72502
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
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 require a positive grade in "Strategy and Marketing" and 4 other basic courses.
see dates
Group 0
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Date | Time | Location | ||
Mon 2021-04-12
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09.00 - 12.45 | eLecture - online eLecture - online | RS | |
Wed 2021-04-14
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09.00 - 12.45 | eLecture - online eLecture - online | RS | |
Wed 2021-04-28
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09.00 - 12.45 | eLecture - online eLecture - online | RS | |
Tue 2021-05-11
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14.00 - 17.45 | eLecture - online eLecture - online | PJ | |
Tue 2021-05-18
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14.00 - 17.45 | eLecture - online eLecture - online | PJ | |
Tue 2021-05-25
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14.00 - 17.45 | eLecture - online eLecture - online | PJ |