Syllabus

Title
0072 Applications in GMM
Instructors
Katharina Dinhof, M.Sc.
Contact details
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
09/19/19 to 09/22/19
Registration via LPIS
Notes to the course
Dates
Day Date Time Room
Tuesday 11/05/19 10:00 AM - 03:30 PM D2.0.330
Thursday 11/07/19 10:00 AM - 03:30 PM D2.0.330
Tuesday 11/12/19 10:00 AM - 03:30 PM D2.0.330
Thursday 11/14/19 10:00 AM - 04:00 PM D2.0.330

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 0-3 hours: no consequences

Missing 3-4,5 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
  • Practical insights from marketing practicioners (guest speakers)

Students need to bring a laptop/tablet to class!

Assessment

  • Group Assignments: Company Presentation, Final Presentation
  • Individual Assignments: Quiz, Class Participation

There will be a QUIZ about the simulation and various topics being discussed 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 katharina.dinhof@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

4

Homework

5

Final Presentations

6

ALL CONTENT SUBJECT TO CHANGE!

Last edited: 2019-11-04



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