436204 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:

Mag. Sarah Schwarz, PhD

Course number:

436204

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, 40 % group presentation, 20 % class participation

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.

Prerequisites:

positive Beurteilung des Pflichtmoduls gemäß § 6 Abs. 1 Z 1 Einführung in die Wirtschaftswissenschaften

Remarks:

positive Beurteilung des Pflichtmoduls gemäß § 6 Abs. 1 Z 1 Einführung in die Wirtschaftswissenschaften

OLAT:

https://lms.uibk.ac.at/url/RepositoryEntry/5060165663

Start:

see dates

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.

Dates

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Date	Time	Location
Wed 2021-11-03	14.00 - 16.45	eLecture - online eLecture - online
Wed 2021-11-24	14.00 - 16.45	eLecture - online eLecture - online
Mon 2021-12-13	14.00 - 16.45	eLecture - online eLecture - online
Mon 2022-01-10	14.00 - 16.45	eLecture - online eLecture - online