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Strategic Marketing

Niveau der Lehrveranstaltung/des Moduls laut Lehrplan

second cycle, Master

Lernergebnisse der Lehrveranstaltung/des Moduls

Students understand the key concepts in strategic marketing and appreciate their significance for organizations, the economy and society as a whole. They can explain the numerous aspects of strategic planning in an organization and are able to draw conclusions for company performance (products, services, business models). They are able to integrate the analysis of environmental factors such as competitors, location and business partners into their considerations.

Voraussetzungen laut Lehrplan

not applicable

Lehrinhalte

Industry and marketplace analysis; differentiation of offers and positioning in the target market; product innovation and development; brand management; pricing strategy; business models and marketing organizations.

empfohlene Fachliteratur

Brennan, R. (2008): Contemporary strategic marketing. Palgrave Macmillan
Chernev, A. (2012): Strategic Marketing Management. Cerebellum Press
Wilson, R. M. (2005): Strategic marketing management: planning, implementation and control. Elsevier Butterworth-Heinemann
Porter, M. (2003): The Competitive Strategy: Techniques for Analyzing Industries and Competitors. Free Press

Bewertungsmethoden und -kriterien

written examination (seminar paper)

Unterrichtssprache

English

Anzahl der zugewiesenen ECTS-Credits

4

geplante Lehr- und Lernmethoden

integrated course, case studies, discussion, group work

Semester/Trimester, in dem die Lehrveranstaltung/das Modul angeboten wird

1

Name des/der Vortragenden

Vito Lo-Iacono

Studienjahr

1st year of study

empfohlene optionale Programmeinheiten

not applicable

Kennzahl der Lehrveranstaltungen/des Moduls

STR.2

Art der Lehrveranstaltung/des Moduls

compulsory (seminar degree)

Art der Lehrveranstaltung

in-class course

Praktikum/Praktika

not applicable

Kontaktpersonen

Kohlhofer Monika
Asc. Prof. (FH) Mag. Monika Kohlhofer
Studiengangsleiterin
+43 5372 71819 176
Monika.Kohlhoferfh-kufstein.ac.at
Exner Carina
Carina Exner
Studiengangsassistentin
+43 5372 71819 118
Carina.Exnerfh-kufstein.ac.at
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