LFU:online

Department of Management and Marketing Department of Management and Marketing

Dott.ssa mag. Serena Lonardi Dott.ssa mag. Serena Lonardi

436407

PS Strategy and Marketing

PS 1

2

positive evaluation of "Einführung in die Wirtschaftswissenschaften"

weekly

each semester

German

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

Theory-Input, Case Studies, Group presentations, discussions

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

attendance is required

Matzler/Müller/Mooradian: Strategisches Management - Konzepte und Methoden, 2010, Linde Verlag Kotler: Grundlagen des Marketing, 2007, Pearson Studium PS-contents

see dates