Marketing

Course content

The thematic focus of this course is on familiarising students with the methods, tools and concepts of modern marketing. It covers the fundamentals and definition of marketing (mission, vision, objectives, strategy, implementation), marketing planning and strategies based on a business model (target group analysis, segmentation and targeting, value proposition design, marketing mix, dissemination strategies of innovation) as well as case studies for developing a marketing concept for an innovative idea.

Learning outcomes

This module provides students with advanced management skills with a special focus on infrastructure management and the official procedures and marketing challenges involved.

Recommended or required reading and other learning resources / tools

Books: Schnedl, Umweltrecht im Überblick, facultas; Wagner (Hg): Umwelt- und Anlagenrecht. Bd I und II, NWG Verlag; Meffert/Burmann/Kirchgeorg: Marketing, Springer Gabler; Kotler/Armstrong/Wong: Grundlagen des Marketing, Pearson; Meffert/Burmann: Marketing: Grundlagen marktorientierter Unternehmensführung, Springer; Osterwalder/Pigneur: Value Proposition Design, campus Verlag; Osterwalder/Pigneur/Wegberg, J.T.A.: Business Model Generation, campus Verlag; Glattes: Der Konkurrenz ein Kundenerlebnis voraus: Customer Experience Management – 111 Tipps zu Touchpoints, die Kunden begeistern, Springer; Lammenett: Online-Marketing-Konzeption – 2017, Lammenett-Verlag; ISO 14001, Austrian Standards Institute, Europäisches Komitee für Normung; EMAS-VO, 2009, Verordnung 1221/2009 vom 25. November 2009, Amtsblatt der Europäischen Union
Journals:

Mode of delivery

ILV

Prerequisites and co-requisites

BWM4

Assessment methods and criteria

Written/oral