EXPORT-ORIENTED MANAGEMENT - IMC Fachhochschule Krems

Lehrmethoden
Die Lehrveranstaltung ist grundsätzlich als Vorlesung konzipiert, wobei primär ein
interaktiver Diskurs mit den Studierenden erfolgt. Zusätzlich wird im Kapitel
"Finanzierung - Investition" ein e-Learning-Modul implementiert.
Bewertungsmethoden
Abschlussklausur und Aufgaben aus dem e-Learning-Modul
Marketing
Semester Wochenstunden LV Code ECTS
Wintersemester 3 MKT 4
Learning Outcomes:
This course provides a comprehensive introduction to the area of marketing which
enables students:
to define and describe marketing ;
to understand the role of marketing in the company and its environment;
to realize the importance of market research and of strategies for market entry;
to comprehend the implementation of marketing policy tools and to apply them in reallife
situations.
Prior knowledge required
none
Course description
The course sets out with a general overview of the basics of marketing and marketing
management and covers relevant strategic features. This is succeeded by behaviour
scientific fundamentals of consumer behaviour. Subsequently topics such as market
segmentation, target group marketing and market positioning will be dealt with and the
four tools of marketing policy will be worked on in detail A presentation and discussion of
the marketing tools: product, price, promotion and place(distribution) are focused on.
Reading and media
Kotler, P., Keller, K.L., Brady, M., Goodman, M, & Hansen, T. (2009): Marketing
Management. 1st European Edition, Pearson. ISBN 978-0-273-71856-7
Teaching concept
The students are advised to work through the relevant chapters of the mandatory
reading in addition to the e-learning modules and the slide set. The lecturer will give a
summary of the chapters and supplementary literature will be used. Discussions and
group work as well as the elaboration of case studies are used to round off the course.
Assessment
Final test and e-learning project work
Buchhaltung
Semester Wochenstunden LV Code ECTS
Wintersemester 3 BH 5
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