Marketing & Sales II

Studiengang

Bachelorstudiengang Wirtschaft & Management

Kennzahl der Lehrveranstaltung

B&M-B-4-MSB-MSB-ILV

Anzahl der zugewiesenen ECTS-Credits

4.0

Name des/der Vortragenden

FH-Prof. Priv.-Doz. Dr. Stöckl Thomas, FH-Prof. Dr. Harthaller Kristina

Art der Veranstaltung

-

empfohlene optionale Programmeinheiten

Derzeit nur in Englisch verfügbar
none

empfohlene Fachliteratur

Derzeit nur in Englisch verfügbar
Case studies and academic papers communicated/distributed in class.

Johansson, J.K. & K.A Carlson (2015). Contemporary Brand Management. Sage

Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.

Levy, M., Weitz, B. A., Grewal, D., & Madore, M. (2004). Retailing management. New York: McGraw-Hill Irwin.

Miller, D. (2017). Building a StoryBrand: Clarify your message so customers will listen. HarperCollins Leadership.

Rossiter, J. R., Percy, L., & Bergkvist, L. (2018). Marketing communications: Objectives, strategy, tactics. Sage.

Niveau der Lehrveranstaltung laut Lehrplan

Bachelor

Studienjahr

Spring 2025

Semester in dem die Lehrveranstaltung angeboten wird

4

Unterrichtssprache

English

Lernergebnisse der Lehrveranstaltung

Derzeit nur in Englisch verfügbar
In this course, you will develop the critical ability to independently identify and solve key challenges in the field of marketing & sales. By using case studies, group discussions, and best-practice examples in class you will learn to apply theoretical knowledge in marketing & sales to actual business problems and to look at the key challenges of marketing & sales from different perspectives. Having completed this course, you will have acquired sound theoretical knowledge and developed practical skills so that you are able to:

... identify core customer segments and map their path-to-purchase.

... choose suitable methods to conduct consumer research and apply emotional selling techniques to practical situations.

... list key characteristics of contemporary brand management and explain how companies can build a story brand.

... successfully differentiate between offline, online, cross-, and omni-channel distribution strategies and assess the most prevalent innovations in international distribution management.

... develop an integrated communication strategy and determine why some social media marketing campaigns go viral why others do not.

...list best-practice examples in marketing & sales and internalize their most important assets.

Lehrinhalte

Derzeit nur in Englisch verfügbar
Buyer & Consumer Behavior
• Consumers in the Marketplace
• Consumers as Individuals
• Consumers in their Social and Cultural Settings
Distribution & Sales
• Management of Distribution Channels: Indirect and direct channels (including distance and elec-tronic channels)
• Sales Management: Personal selling and management of the sales force
Brand Management & Communication
• Introduction into principles of effective brand Management
• Marketing Communication
o Basic concepts, models and theories of communication processes
o Communication mix

Lehr- und Lernformen

Derzeit nur in Englisch verfügbar
The course comprises an interactive mix of lectures, discussions and individual and group work.

Praktikum

none

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