436201 PS Strategy and Marketing

winter semester 2021/2022 | Last update: 19.09.2022 | Place course on memo list

Department:

Department of Management and Marketing

Instructor:

Patrick Neef, BSc MSc MSc

Course number:

436201

Title:

PS Strategy and Marketing

Type/hours:

PS 1

ECTS credits:

Module allocation(s):

GdM: Strategie und Marketing

prerequisite(s):

positive evaluation of "Einführung in die Wirtschaftswissenschaften"

Period:

Block

Mode of repetition:

each semester

Language of instruction:

German

Learning Outcome:

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.

Contents:

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

Methods:

Theory-Input, Case Studies, Group presentations, discussions

Assessment:

40 % paper, 50 % group presentations, 10 % class participation

attendance is required

Literature:

Homburg, C. (2017). Grundlagen des Marketingmanagements: Einführung in Strategie, Instrumente, Umsetzung und Unternehmensführung (5. Auflage). Wiesbaden: Gabler

Matzler, K., Müller-Seeger, J., Hautz, J., & Mooradian, T.A. (2021). Strategisches Management: Konzepte und Methoden (3. Auflage). Wien: Linde.

OLAT:

https://lms.uibk.ac.at/url/RepositoryEntry/5060165655

Start:

22.03.2018

Sustainable development goals

SDG 4 - Quality education: Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all.
SDG 9 - Industry, Innovation, and Infrastructure: Build resilient infrastructure, promote inclusive and sustainable industrialization, and foster innovation.
SDG 12 - Responsible consumption and production: Ensure sustainable consumption and production patterns.
SDG 13 - Climate action: Take urgent action to combat climate change and its impacts by regulating emissions and promoting developments in renewable energy.
SDG 17 - Partnerships for the goals: Strengthen the means of implementation and revitalize the global partnership for sustainable development.

Dates

Group 0	Export course dates of this group as iCalendar (.ics) Help
Date	Time	Location
Fri 2021-11-05	14.00 - 16.45	eLecture - online eLecture - online
Fri 2021-11-26	14.00 - 16.45	eLecture - online eLecture - online
Fri 2021-12-10	14.00 - 16.45	eLecture - online eLecture - online
Thu 2022-01-13	14.00 - 16.45	eLecture - online eLecture - online