LFU:online

Department of Management and Marketing Department of Management and Marketing

Katharina Benedetta Baden, BSc MSc Katharina Benedetta Baden, BSc MSc, +43 512 507 72505

436201

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

- Dubois, Pierre-Louis, Alain Jolibert und Hans Mühlbacher (2007): Marketing Management: A Value-Creation Process, Houndmills u.a.: Palgrave MacMillan, Kapitel 7 und 8. - Homburg, Christian und Harley Krohmer (2009): Grundlagen des Marketingmanagements, 2. Aufl., Wiesbaden: Gabler, Kapitel 1,2, 4, 7, 9-13. -Matzler, Kurt, Julia Müller und Todd A. Mooradian (2011) Strategisches Management: Konzepte und Methoden, Linde: Wien, alle Kapitel.

see dates