EXPORT-ORIENTED MANAGEMENT - IMC Fachhochschule Krems

� Definition of strategic purposes and goals
� Tools of strategic management
� Analysis and description of international company strategies on the basis of
selected case studies with regard to the following parameters (as examples):
marketing, financing, human resources based on theoretical fundamentals of
company strategies, the selected corporations should comprise different industry
approaches, like the investment goods sector, the consumer goods sector as well
as the service sector
Literature
De Wit, Bob, and Ron Meyer (2010). Strategy - Process, Content, Context: An
International Perspective. 4th edition. London: Thomson Learning.
Additional literature:
Hitt, M. A., Ireland, R. D., Hoskisson, R. E. (2009). The Management of Strategy:
Concepts and Cases. 8th edition. Nashville: South-Western.
Mintzberg, Henry, Ahlstrand, Bruce, and Lampel, Joseph (2009). Strategy Safari. 2 nd
edition. London: Pearson.
Teaching Methods
The contents of the course will be a combination of lectures, self study sections and case
study assignment, and will include company discussions and presentations at IMC
(supported by respective senior and top management representatives)
Evaluation
Project presentations and final exam
e-Marketing and New Trends in Sales Techniques (FT)
Semester Hours per week Subject code ECTS
Spring 1 EMST 2
Learning Outcomes / Course Objectives
Upon completion of these lectures students should be able to:
� Recognize the benefits and growth potential of interactive media and digital
material in creating successful marketing strategies and improving basic business
processes
� Explain the economic concept of Moore‘s Law and understand its relevance in
business planning and strategy
� Describe customer segmentation (B2C as well as B2B) in the e-marketing mix,
primarily based on individual behaviour patterns.
� Recognize Customer Lifetime Value (LTV) as a key concept driving direct and
indirect online business activities
� Know about ―communication/promotion‖ in the e-marketing mix
� Explain how the three factors of usability, credibility and persuasion can
determine the success or failure of online marketing efforts
� Be able to describe the concept of bundle pricing and how it can be employed by
marketers to reduce costs, expand markets and improve performance
� Understand how new online channels can help firms expand geographic markets,
product assortment and redesign closeout markets
Prerequisites / Level
International Market Management
Course Description
The course will lead the students through the following topics and will provide a deep
understanding of the following topics:
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