436201 PS Strategy and Marketing

winter semester 2023/2024 | Last update: 08.11.2023 Place course on memo list
436201
PS Strategy and Marketing
PS 1
2
positive evaluation of "Einführung in die Wirtschaftswissenschaften"
Block
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

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.

see dates
Group 0
Date Time Location
Tue 2023-11-07
16.45 - 18.15 SR 12 (Sowi) SR 12 (Sowi) Barrier-free
Mon 2023-11-13
11.30 - 13.00 SR 12 (Sowi) SR 12 (Sowi) Barrier-free
Mon 2023-11-27
16.45 - 18.15 SR 12 (Sowi) SR 12 (Sowi) Barrier-free
Mon 2023-12-04
16.45 - 18.15 SR 12 (Sowi) SR 12 (Sowi) Barrier-free
Mon 2023-12-11
16.45 - 18.15 SR 12 (Sowi) SR 12 (Sowi) Barrier-free
Fri 2023-12-15
16.45 - 18.15 SR 12 (Sowi) SR 12 (Sowi) Barrier-free
Fri 2024-01-12
13.15 - 14.45 eLecture - online eLecture - online