Strategic and operative marketing

Department

Bachelor's program Environmental, Process & Energy Engineering

Course unit code

UVET_BA_5_11

Number of ECTS credits allocated

2.0

Name of lecturer(s)

Mag. Ettlmayr Christoph

Mode of delivery

face-to-face

Recommended optional program components

none

Recommended or required reading

Kotler, Ph. / Bliemel F.: Marketing/Management, Schäffer-Poeschel, 2001.
Meffert, H.: Marketing - Grundlagen marktorientierter Unternehmensführung, Gabler, 2007.
Kotler, Ph., Keller, K. L / Bliemel, F.: marketing Management, Pearson Studium, 2007
Backhaus, K., Voeth, M.: Industriegütermarketing, Vahlen, 2007.
Meffert, H. / Burmann, C. / Koers, M.: Markenmanagement: Identitätsorientierte Markenführung und praktische Umsetzung, Gabler, 2005.
Mühlbacher H. / Dreher A. / Gabriel-Ritter A.: Strategische Positionierung - Grundpfeiler des Marketings in komplexen und dynamischen Umwelten. DBW, 1996, Heft 2, S. 203-219.
Winkelmann, P.: Marketing und Vertrieb, Oldenbourg, 2006.- Osterwalder, Alex; "Value Proposition Design"; Wiley
- Fisher - Ury - Patton; "Getting To Yes: Negotiating Agreement Without Giving In"; Penguin
- Magretta, Joan; "Understanding Michael Porter"; Harvard Business Review Press
- Kahneman, Daniel; "Schnelles Denken, Langsames Denken"; Siedler

Assessment methods and criteria

Exam

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

The overall aim is to teach the students the importance of marketing for their area of activity within the company and to familiarize them with the essential concepts and buzzwords in marketing.

Course contents

Basic principles of marketing
Strategic marketing - basics
- Content of a strategic plan
- The role of marketing
Markets and their research
- Marketing environment
- Customer behaviour
- Market research
Basic strategic options
- Relationship-Marketing
- Market segmentation and positioning
- Competition analysis and strategies
Marketing-Mix (4 or 7 Ps)
- Product
- Price
- Promotion
- Place
Marketing controlling

Planned learning activities and teaching methods

Lecture, discussion, video, individual and group work.

Work placement(s)

none