436010 VO Strategy and Marketing
winter semester 2023/2024 | Last update: 19.09.2023 | Place course on memo listUniv.-Prof. Dr. Kurt Matzler Univ.-Prof. Dr. Kurt Matzler, +43 512 507 72302
Students gain basic knowledge of market-oriented company strategy and marketing and should develop their capabilities to analyze, discuss and develop solutions regarding in business settings.
In the strategy part of the lecture, the process of strategic management is explained. The focus is on the strategic analysis of the company and the corporate environment as well as in the formulation of corporate strategy. In the marketing part of the lecture, the focus is on consumer perspectives and the instrumental perspective (marketing mix) of marketing, but it will also discuss the theoretical information-related and institutional perspective. The theoretical and conceptual input is illustrated by means of mini-cases and a variety of examples.
Lecture, mini-case studies and discussion, one-minute-paper and discussion, guest lectures
Exam
- Homburg, Christian (2017): Grundlagen des Marketingmanagements: Einführung in Strategie, Instrumente, Umsetzung und Unternehmensführung, 5. Auflage, Wiesbaden: Gabler.
- Matzler, Kurt, Julia Müller-Seeger, Julia Hautz und Todd A. Mooradian (2021): Strategisches Management: Konzepte und Methoden, 3. Auflage, Wien: Linde.
Also, please refer to course outline and information provided on OLAT.
Prerequisite: "Einführung in die Wirtschaftswissenschaften"
The two mandatory courses "Introduction to Management" and "Introduction to Economics"
- 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.
Group 0
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Date | Time | Location | ||
Thu 2023-10-05
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10.00 - 11.30 | eLecture - online eLecture - online | ||
Thu 2023-10-12
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13.15 - 14.45 | Aula (Sowi) Aula (Sowi) | Barrier-free | |
Thu 2023-10-19
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13.15 - 14.45 | eLecture - online eLecture - online | ||
Tue 2023-11-07
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15.00 - 16.30 | Aula (Sowi) Aula (Sowi) | Barrier-free | Oliver Koll |
Thu 2023-11-16
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13.15 - 14.45 | Aula (Sowi) Aula (Sowi) | Barrier-free | |
Thu 2023-11-23
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13.15 - 14.45 | Aula (Sowi) Aula (Sowi) | Barrier-free | |
Thu 2023-11-30
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13.15 - 14.45 | Aula (Sowi) Aula (Sowi) | Barrier-free | |
Thu 2023-12-07
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13.15 - 14.45 | Aula (Sowi) Aula (Sowi) | Barrier-free | |
Thu 2023-12-14
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13.15 - 14.45 | Aula (Sowi) Aula (Sowi) | Barrier-free | |
Thu 2024-01-11
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13.15 - 14.45 | eLecture - online eLecture - online | ||
Thu 2024-01-18
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13.15 - 14.45 | Aula (Sowi) Aula (Sowi) | Barrier-free | |
Thu 2024-01-25
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13.15 - 14.45 | Aula (Sowi) Aula (Sowi) | Barrier-free |