EXPORT-ORIENTED MANAGEMENT - IMC Fachhochschule Krems

Teaching Methods
The lecturer will present a guide on the complex body of law, especially European Union
law, and will make students familiar with understanding of legal problems and ways to
solve them. Discussions are intended. Students are expected to do private studies.
Marketing I
Semester Hours per week Subject code ECTS
Fall 2 MKE 3
Learning Outcomes / Course Objectives
In modern business, marketing represents a fundamental philosophy that must be
implemented at all levels and in all functional areas of a company. This marketing course
shall provide participants with a comprehensive understanding of marketing as a
philosophy as well as with knowledge on current developments. Furthermore the course
covers the practical tools for managing marketing in increasingly complex business
settings. Marketing I and II shall serve the student as a systematic analytical framework.
Essentially, the following objectives shall be attained:
1) Demonstrate the scope of marketing and develop an understanding of its role and
impact in business,
2) Introduce key marketing terms and fundamental concepts and tools,
3) Analyze examples from marketing practice and apply the concepts and tools presented
to real-life problems;
Prerequisites / Level
None
Course Description
The course is divided into three blocks. In block A the students get to know the
fundamentals of marketing (marketing philosophy & environment, understanding
customers, gathering information;). Block B is concerned with strategic marketing
(marketing management, target marketing;). Block C treats operative marketing
(product, price, place, promotion;) and is to be dealt with in the second semester.
Literature
Kotler, P. & Keller, K.L. (2008): Marketing Management, 13th Edition, Prentice Hall;
(International Edition). Students may also use the 12th Edition (2006)
Kuester, C, & Krohmer, S. H. (2008): Marketing Management: A Contemporary
Perspective, Mc. Graw Hill;
Articles and power-point slides of the lecture are made available on the students'
eDesktop.
Evaluation
Final Exam
Teaching Methods
The course involves a combination of formal lecture and class discussions, placing
particular emphasis on student participation. Students are expected to prepare for each
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