Syllabus

Title
0087 Applications in GMM
Instructors
Dr. Philipp Simbrunner
Contact details
  • Type
    PI
  • Weekly hours
    2
  • Language of instruction
    Englisch
Registration
09/20/18 to 09/23/18
Registration via LPIS
Notes to the course
Subject(s) Bachelor Programs
Dates
Day Date Time Room
Monday 11/12/18 10:00 AM - 02:30 PM TC.4.28
Wednesday 11/14/18 10:00 AM - 02:30 PM D4.0.047
Monday 11/19/18 10:00 AM - 02:30 PM D2.0.330
Wednesday 11/21/18 10:00 AM - 02:30 PM D2.0.330
Monday 11/26/18 10:00 AM - 02:30 PM TC.4.28

Contents

Segmentation-Targeting-Positioning

The 4 P's in practice

Product portfolio management

Marketing budget allocation

Key Performance Indicators (KPI's)

Strategy development and execution

Learning outcomes

There are several learning outcomes for this course:

(1) Familiarize the students with the whole marketing decision-making process.

(2) Develop capabilities in formulating, implementing and adapting marketing strategies in a dynamic competitive environment.

(3) Enhance fact-based analytical decision-making and crystallise the financial implications of marketing decisions by linking the decisions to cash flows and bottom line performance.

(4) Give practical experiences in teamwork and problem solving and excite competitive spirits

Attendance requirements

Missing 0-2 hours: no consequences

Missing 2-4,5 hours: compensatory work required (lesson learned at least 5 pages: What did you learn in the simulation?)

Missing 4,5+ hours:  no grading/fail in course

Teaching/learning method(s)

Business Simulation

Presentations

In-class discussion

 

Students need to bring a laptop/tablet to class!

 

Assessment

    Group Assignments: Company Presentation (10%), Final Presentation (40%), Presentation In-Class Task (10%)

    Individual Assignments: Quiz (30%), Class Participation (10%)


    There will be a QUIZ in the second session about the simulation and various topics which we discuss in the first session. To be prepared, read the case description, market research report and decision-making guide very carefully.You’ll find the materials in the simulation (by clicking on “materials” --> “download”). Familiarize yourself with the simulation prior to the first session!

     

       

      Prerequisites for participation and waiting lists

      Successfully passed entry exam for the specialization "International Marketing Management"

      Availability of lecturer(s)

      via e-mail philipp.simbrunner@wu.ac.at

      Other

      The students chosen for the IMM specialization will be sent more information after passing the entry exam. The simulation will be played online: students need to bring a laptop/tablet to the sessions.


      Unit details

      Unit Date Contents
      1 Introduction Theory + Simulation
      2 Quiz and Company Presentations + Simulation in Class
      3 Simulation in Class
      4 Simulation in Class
      5 Final Presentations
      6
      7

      ALL CONTENT SUBJECT TO CHANGE!

      Last edited: 2018-08-27



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