EXPORT-ORIENTED MANAGEMENT - IMC Fachhochschule Krems

MARKETING AND SALES – Master Programme
1 st Semester (FALL)
Marketing Planning and Budgeting
Semester Hours per week ECTS
Fall 2 4
Learning Outcomes / Course Objectives
Upon completion of the course the student will be able to:
• create and implement a marketing plan
• calculate the necessary resources and develop a budgeting plan
• apply modern management methods to support strategy development,
communication and successful performance improvement
• apply tools for analysis and decision making (e.g. Balanced Scorecard) during the
development
• realize and analyse the importance of different value systems and expectations
during negotiations in an international context
Prerequisites/Level
None
Literature
Paul W. Farris, Neil T. Bendle, Phililip E. Pfeifer, David J. Reibstein: Marketing Metrics:
The Definitive Guide to Measuring Marketing Performance, 2 nd Edition, 2010 Pearson;
ISBN-13: 978-0-13-705829-7
Teaching Methods
Case study based learning.
Course Description
The course will cover the following topics:
• Marketing-Plan
• Connection between marketing-plan and strategy
• Implementing of marketing strategy in a marketing plan including resource
planning
• Building blocks of a marketing budget
• Marketing-Instrument and Marketing-Mix
• Target pricing and target costing
• Relationship between cost-, finance-, personnel- und marketing planning
• Budget development and derivation bottom-up und top-down
• Key indicators
Evaluation
Case study, final oral exam
Project Management
Semester Hours per week ECTS
Fall 1 2
FHR-5-0008_Vers.03_Rev.00_2012 480