Download AMRK Brief Course Description

Module Name
Marketing
Module Code
AMRK ECTS Credits
4
Module Type
Compulsory module
Module Level
Contact Lessons
4
Language of
Instruction
German /
English
Intermediate
Total Workload
120 hours
Semester
Full-time: 4th semester
Part-time: 5th semester
Instructor in Charge
Rosella Toscano-Ruffilli
Instructor Team
Dietmar Kremmel, Pius Küng, Rosella Toscano-Ruffilli, Roland Zahner
Teaching/Learning
Method
Classroom dialogue, presentation, individual work, partner work, group work,
role play, classroom discussion, guided private study, private study
Main Idea
Business Administration graduates have a solid foundational knowledge of
marketing theory and therefore understand the significance of marketing both
in the context of management and also in interdependence with other areas of
business. In addition, graduates have skills in marketing-specific key methods
which enable them to gather market information in a targeted and structured
fashion, as well as to handle basic marketing analyses and marketing
strategies systematically and independently. On the basis of marketing
strategies, Business Administration graduates have the ability to place specific,
targeted sub-assignments with specialists.
Module/Learning
Objectives
(Competencies)
Professional Competencies:
o to understand the idea and the significance of marketing as a task, culture
and method in a general entrepreneurial context
o
to identify elements and relationships of a specific company’s market and
environmental systems, to describe them, and to analyse them
systematically using suitable market research methods
o
to understand key aspects of an in-depth marketing analysis and derive
insights for a marketing strategy
o
to comprehensively develop a simple marketing strategy based on
analysis of the marketing situation and the parameters of the business
strategy
o
to determine the deployment of marketing tools in order to achieve defined
business and marketing objectives, making the best possible use of
resources
Methodological Competencies:
o to understand and skilfully apply the systematic, strategic and operative
marketing analysis and planning process according to R. Kühn as well as
the requisite tools and techniques
o
to systematically acquire, evaluate and interpret data needed for a simple
marketing situation analysis, using suitable market research methods
o
to present fundamental strategic decisions appropriately and according to
the requirements for a short scientific paper
Social Competencies:
o to demonstrate the ability to empathise with the roles and responsibilities
of various market partners, and to formulate specific expectations from
these perspectives
o
to demonstrate the ability to communicate and justify the selected
marketing decisions in a way that is appropriate for the target group
o
to work in teams in a goal-oriented, efficient manner, taking into
consideration the general conditions, and to contribute in specific ways to
the success of the work
o
to present teamwork results in a target-group-oriented and appropriate
fashion
Personal Competencies:
o to reflect on the strengths and weaknesses regarding one’s performance
and working methods, and to derive potential for improvement
o
to develop a critical-constructive attitude toward approaching marketing as
a systematic task (e.g. by understanding that a fair amount of perspiration
is required in addition to inspiration)
o
to develop an awareness of the consequences of one’s marketing
decisions on other business areas, as well as the willingness to take
responsibility for such decisions
Module/Learning
Contents
Thematic Block I: Marketing in a General Business Context
o The significance of marketing and the interplay of marketing with other
corporate functions
o
The role of marketing in international corporations
o
The tasks of marketing
o
The four tools of the marketing mix and their weightings
Thematic Block II: Marketing Situation Analysis
o Corporate marketing culture
o
Market and environmental system including the roles and expectations of
market partners
o
Market-system challenges for businesses operating internationally
o
The steps of marketing situation analysis according to R. Kühn
o
Sub-segments, market segments, and their analysis
o
Analysis of external and environmental factors
o
Analysis of intermediate trade and specific differences in international
trade
o
Analysis of competitors and one’s own enterprise
Thematic Block III: Market Research
o Aspects and basics of market research
o
Methods and applications of primary market research
o
Methods of secondary market research
o
Possibilities and limitations of targeted information gathering in marketing
Thematic Block IV: Marketing Strategy
o Interaction between the marketing strategy and the strategies of other
corporate functions or divisions
o
Significance and functioning of marketing strategies for businesses
operating internationally
o
Structure and content of the marketing strategy outlined according to R.
Kühn
o
Possible applications of the marketing mix
o
Market positioning
o
Quantitative and qualitative marketing objectives
o
Basic decisions regarding market cultivation
o
Basic considerations of market cultivation in an international environment
o
Marketing budget and economic efficiency in marketing
Thematic Block V: Marketing Tools
o Design of goal-oriented and target-group-specific sub-mixes
o
Basics of functional marketing planning
o
Basics of the effectiveness and possible application of various marketing
tools
Module Structure
Contact studies (44 h)
Supervised independent studies (12 h)
o compulsory case study with instructor coaching
Independent studies (64 h)
o review contact-study material
Teaching Materials
o
complete homework assignments
o
solve case studies
o
read literature (textbook, foundational texts as per lecture notes)
o
prepare for the exams
o
lecture notes
o
practical examples and case studies
o
current articles from professional journals
o
Kotler Ph., Keller K.L. (2005). Marketing Management. Prentice Hall (ISBN
0-13-145757-8).
o
McCarthy E.J., Perreault W. (2005). Essentials of Marketing. McGraw-Hill
Education – Europe. (ISBN 0-07-304920-4).
o
Hamal G. & Prahalad C.K. (1994). Competing for the future, Harvard
Business School Press. (ISBN 0-87584-416-2).
o
Keegan, Warren J. & Green M. (2005). Global Marketing, Prentice Hall.
(ISBN 0-13-146919-3)
o
De Burca S., Brown L., Fletcher R. (2004). International Marketing: An
SME Perspective, Prentice Hall. (ISBN 0-2736-7323-8)
o
Kerin R. & Peterson R. (2004). Strategic Marketing Problems: Cases and
Comments. Prentice Hall (ISBN 0-13-142184-0).
Module Requirements as per model syllabus
Graded Performance / Conducting a case study in a team, with satisfactory performance (compulsory
Compulsory
requirement)
Requirement
Final module exam (120 minutes) at the end of the semester (graded
performance)
Follow-Up Modules
as per model syllabus