Undergraduate Program
On this page you will find a short description of our current and upcoming courses. Actual dates and further details are available in the course catalogue and at e-campus.
Courses in the following term (winter term 2007/2008)
Lecture: Management 3 (Strategy and Marketing)
Lecturers: Hans Mühlbacher
Language: german, english
Objectives:
Strategy and Marketing: Hans Mühlbacher
The students develop a theoretical and practical understanding of the
concept of strategy, the processes leading to strategy formation, and
the influence of marketing thought and marketing tools on this process.
Students also train their English communication skills.
Contents:
Strategy and Marketing
Strategy as a guiding framework
Defining the business domain
From corporate strategy to core strategy
Core strategy
Strategic positioning
Managing a Corporate Brand
Seminar: Strategy and Marketing
Lecturers: Sylvia von Wallpach and Lisa Pichler
Language: English
Objectives:
The students deepen their 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.
Students also improve their gorup decision-making, team presentation and English communication skills.
Methods:
The course closely follows the contents of the VL, applying those contents to the analysis, discussion and solution of case studies.
Contents:
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
Graduate Program
On this page you find a short description of our current courses and upcoming courses. Actual dates and further details are available at the course catalogue and on the e-campus.
Current courses (summer term 2007)
Basic Course: Strategy- and Value-Creation-Processes
Language: german
Prerequisites: First exam!
Objectives:
You will get to know how to develop a marketing strategy, how to manage brand equity, and how to derive important strategic decisions for product management and communications from positioning.
Contents:
Strategy-Processes and Brand Management
Position and Positioning
New Product Development
Elimination and Modification of Products
Communication Strategy
Advanced course: Value-Creation- and Value-Generation Processes
Language: german
Prerequisites: Basic course in Marketing
Objectives:
This course focuses on building and maintaining relationships with customers and other stakeholders important to company success. Students should realize that organizations depend on a number of market partners in establishing a desirable position in the market place. They should become aware of the various partners in the market and learn about the value of satisfying exchange. At the end of the course students should be able to design and implement added-value networks.
Contents:
Communication strategy
Distribution
Cooperation management
Price management
Sales
Specialising course: Consumer Behavior, Culture and Brands
Language: english
Prerequisites: Basic and advanced course in Marketing!
Contents:
Introduction into Consumer Behavior and Branding
Individual grounds of consumption and decision-making
Individuals and their brands
Community/Society and Consumption
Consumption and Technology
Courses in the next term (winter term 2007/2008)
BACHELOR-COURSES!
Basic Course Marketing 1: Strategy- and Value-Creation-Processes
Lecturers: Hans Mühlbacher, Andrea Hemetsberger, Marius Lüdicke
Language: english
Prerequisites: First exam!
Objectives:
You will get to know how to develop a marketing strategy, how to manage brand equity, and how to derive important strategic decisions for product management and communications from positioning.
Contents:
Strategy-Processes and Brand Management
Position and Positioning
New Product Development
Elimination and Modification of Products
Communication Strategy
Advanced course Marketing 2: Value-Creation- and Value-Generation Processes
Lecturers: Christine Kittinger, Oliver Koll
Language: english
Prerequisites: Basic course in Marketing 1
Objectives:
This course focuses on building and maintaining relationships with customers and other stakeholders important to company success. Students should realize that organizations depend on a number of market partners in establishing a desirable position in the market place. They should become aware of the various partners in the market and learn about the value of satisfying exchange. At the end of the course students should be able to design and implement added-value networks.
Contents:
Communication strategy
Distribution
Cooperation management
Price management
Sales
Basic Course Marketing 2 (Retailing)
Lecturers: Eva Thelen, NN
Language: english
Prerequisites: First exam!
Objectives:
-
Contents:
-