Marketing & Product Management

Department

Bachelor's program Industrial Engineering & Management

Course unit code

BA_WING_5_8

Number of ECTS credits allocated

2.5

Name of lecturer(s)

FH-Prof. Dr. Wallnöfer Maria

Mode of delivery

-

Recommended optional program components

none

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.
Esch, F. R. (Ed.). (2019). Handbuch Markenführung. Springer-Verlag.
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.Ahmetoglu, G., Frunham, A., Fagan, P. (2014). Pricing practices: A critical review of their effects on consumer perceptions and behaviour. Journal of Retailing and Consumer Services, 21(5), 696-707.
Almquist, E., Seniour, J., Block, N. (2016). The Elements of Value. Measuring and delivering what consumers really want. Harvard Business Review, 1-9.
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.

Additional information about examination modalities

Written Assignment.

Level of course unit

Bachelor

Year of study

Fall 2025

Semester when the course unit is delivered

5

Language of instruction

English

Learning outcomes of the course unit

After the lecture, students can

• argue the relevance of marketing for creating and sustaining competitive advantages.
• outline the essential steps and key questions involved in creating a marketing plan.
• relate marketing problems to relevant frameworks and models that provide structure and clarity in problem-solving.
• transfer the basic ideas of the marketing lecture to a real brand.

Course contents

• Consumer Behaviour (Customer Needs, Customer Journey, Decision Making Types)
• Brand Positioning & Management (Brand Identity, Positioning, Image, Branding)
• Marketing Mix (Product & Program, Pricing, Communication, Distribution Policy*)
* not discussed in lecture

Planned learning activities and teaching methods

The course comprises an interactive mix of lectures, discussions and individual and group work.

Work placement(s)

none