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Marketing & Product Management (BA_WING_5_8)
Department
- Bachelor's program Industrial Engineering & Management
Course unit code
- BA_WING_5_8
Level of course unit
- Bachelor
Year of study
- Fall 2024
Semester when the course unit is delivered
- 5
Number of ECTS credits allocated
- 2.5
Name of lecturer(s)
- Dr. Wallnöfer Maria
Learning outcomes of the course unit
- After the lecture, students can
• argue on the relevance of marketing for the success of a company, product, or brand.
• structure the marketing planning process based on relevant steps.
• identify the key dimensions of the theoretical concepts for analysing the market situation.
• apply the theoretical concepts for analysing the market situation using a real-life example.
• identify the key dimensions of the core concepts for describing the marketing strategy.
• apply the theoretical concepts for describing the marketing strategy using a real-life example.
• identify the key dimensions of the theoretical concepts for describing the marketing mix.
• apply the theoretical concepts for describing the marketing mix using a real-life example.
Mode of delivery
- -
Recommended optional program components
- none
Course contents
- Strategic planning as starting point for marketing planning
Steps in the marketing planning process:
1. Situation Assessment: develop understanding of market-place (environment, customers, competitors, company)
2. Strategy Formulation: design a customer-value driven marketing strategy (segmentation, targeting, value proposition, positioning)
3. Implementation: construct an integrated marketing program that delivers superior value (brand, product, price, place, promotion).
Recommended or required reading
- Burmann, C., Riley, N. M., Halaszovich, T., Schade, M. (2017). Identity-based Brand Management: Fundamentals, Strategy, Implementation, Controlling (eBook). Springer Gabler.
Kotler, P. & Armstrong, G. (2018). Principles of Marketing (17th ed.). Harlow: Pearson.
Kroeber-Riel, W., Göppel-Klein, A. (2019). Konsumentenverhalten (11. Aufl.). Franz Vahlen GmbH.
Meffert, H. & Burmann, Ch. (2019). Marketing: Grundlagen marktorientierter Unternehmensführung: Konzepte - Instrumente - Praxisbeispiel. Wiesbaden: Springer Gabler.
Mooradian, T., Matzler, K. & Ring, L. (2014). Strategic Marketing (1st ed.). Harlow: Pearson.Lemon, K.N., Verhoef, P.C. (2016). Understanding Customer Experience Throughout the Customer Journey. American Marketing Association, 80, 69 -96.
Osterwalder, A. & Pigneur (2010). Value Proposition Design. Hoboken, New Jersey: John Wiley & Sons, Inc.
Ulwick, A.W. (2018). Jobs to Be Done: Theory to Practice. USA: Idea Bite Press.
Planned learning activities and teaching methods
- The course comprises an interactive mix of lectures, discussions and individual and group work.
Language of instruction
- English
Work placement(s)
- none