Study Guide

Objective

The student understands the role of marketing and services in the company strategy and the important role of customer-oriented marketing as a success factor in running a business. The student recognizes the essential concepts and various sectors of marketing and the key terminology. The student is able to collect, analyse and produce information as well as make development suggestions for the company planning process.

Content

• Business environment and its effects on marketing
• Methods of customer acquisition
• Marketing mix
• Planning, implementation and follow-up of marketing

Location and time

See Course Syllabus and Flow Chart for details - available in course's "Documents" section in OMA - and will be sent to students once registered.

Materials

Lecture Notes provided and are based on following literature:
Principles of Marketing: X Edition, by P. Kotler et al (any edition and with any et al.)
Competitive Marketing: A Strategic Approach, by O’Shaughnessy
Competitive Marketing. by Michael Porter
Plus material on the Marketing Plan and Business Model

Teaching methods

Lectures, Readings, Review Tools (questions to answer), and Team Project

Employer connections

Tools for Analysis, Decision Making Process, and Communication

Exam schedules

See Course Syllabus and Flow Chart for details - available in course's "Documents" section in OMA - and will be sent to students once registered.

International connections

See Course Syllabus and Flow Chart for details - available in course's "Documents" section in OMA - and will be sent to students once registered.

Student workload

See Course Syllabus and Flow Chart for details - available in course's "Documents" section in OMA - and will be sent to students once registered.

Content scheduling

See Course Syllabus and Flow Chart for details - available in course's "Documents" section in OMA - and will be sent to students once registered.

Further information

The overall objective is to provide participants with a strong foundation in the understanding of the field of strategic, competitive marketing - specifically to be able to function and communicate competently in business - to learn about the support and primary components of the Marketing Management Process and System, the theories, terminology, tools, and decisions on strategic, functional, and operational levels of the organization plus the macro (national), mezzo (Industry), and micro (value chain) analyses of that organization's arena compared to the competition - and how to develop a business model and a marketing plan with regard to competitive advantage.

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

The student has achieved the course objectives fairly. The student will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Assessment criteria, good (3)

The student has achieved the course objectives well, even though the knowledge and skills need improvement on some areas. The student is able to define the course concepts and models and are able to justify the analysis. The student is able to apply their knowledge in leisure, study and work situations. The student understands the importance of expertise in the field of business and is able to analyze his/her own expertise.

Assessment criteria, excellent (5)

The student has achieved the objectives of the course with excellent marks. The student masters commendably the course subject area’s concepts and models. The student is able to make justified and fluent analysis and to present concrete development measures. The student is well prepared to apply their knowledge in leisure, study and work situations. The student is able to analyze the business sector expertise and the development of his/her own expertise.

Assessment criteria, approved/failed

The student has achieved the course objectives fairly. The student will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Assessment methods and criteria

See Course Syllabus and Flow Chart for details - available in course's "Documents" section in OMA - and will be sent to students once registered.