EXPORT-ORIENTED MANAGEMENT - IMC Fachhochschule Krems

• determine the performance and compare different segments and departments of a
company
• know the fundamental instruments of (empirical) market research and approaches
of descriptive data analysis including important statistical measures
• plan a systematic approach for target-oriented analysis and interpret empirical
data in the context of market research
• apply fundamental methods for the calculation and interpretation of statistical
data
• adjust programme and project structures
Prerequisites/Level
None
Course Description
Market metrics are used in business planning and marketing monitoring to keep the
marketing programme on track. Metrics refer to the performance measures and
operating statistics. They are key performance indicators, allowing to track performance
over time and enable for greater precision in execution of business activities.
Intelligence is the task of collecting and analysing about the market in which a company
operates. Marketing intelligence provides a map of the marketing environment and
identifies the landmarks and potential risks.
Depending on the sector of business activity, the strategies and indicators can be quite
different in practice.
The topics of the course will include:
• Sector-specific differences
• Data source and Information systems
• Primary and secondary research
• Research concepts
• Research projects and programme management
• Methods of data analysis and -interpretation
• Marketing metrics
• Co-operation with MAFO-service provider
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
The course incorporates theoretical and practical elements. Students will be required to
work with MIS/DSS software to analyse a company's situation.
Evaluation
Exam, case project
Public Relations
Semester Hours per week ECTS
Fall 2 4
Learning Outcomes / Course Objectives
Upon completion of the course the student will be able to
• Solve typical management tasks in public relations
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