Information on individual educational components (ECTS-Course descriptions) per semester

Degree programme: Bachelor International Business Part-time
Type of degree: FH Bachelor´s Degree Programme
Winter Semester 2021

Course unit title Strategic Aspects in Marketing & Sales
Course unit code 025027031202
Language of instruction Deutsch
Type of course unit (compulsory, optional) Compulsory
Semester when the course unit is delivered Winter Semester 2021
Teaching hours per week 2
Year of study 2021
Number of ECTS credits allocated First Cycle (Bachelor)
Number of ECTS credits allocated 3
Name of lecturer(s) Alexander PLAIKNER

Prerequisites and co-requisites

Principles of Marketing & Sales

Course content

Methods and tools for the analysis and evaluation of long-term success factors in marketing and their specific application, in particular: Strategic objectives of market-oriented corporate management and their decision fields Industry analysis for the assessment of industry attractiveness according to Porter Market field options according to Ansoff Product life cycle concept and its application Portfolio technique to assess the range of services (innovation, profitability) Experience curve effect and sample calculations Market position and customer preference compared to the competition by means of semantic differentials, price/performance charts, value curves, benchmarking, SWOT etc. Skimming and penetration pricing strategies and their application Brand name, brand determination elements and methods for determining and designing brand value Overview of various distribution channels and their differences regarding strategic success factors Strategic success factors of communication Integrative analysis (BCG, McKinsey)

Learning outcomes

Knowledge - Students can name success factors and decisions to be made for long-term sales success. - Students know different methods of situational analysis and their areas of application in the context of strategic decision-making. - Students are familiar with the microeconomic foundations and theories that are particularly significant in the field of marketing. - Students know different forms of distribution and their advantages and disadvantages. Comprehension - Students can explain and justify selected methods and tools of strategic analysis. - Students are able to name the components of a marketing strategy for a strategic business area and explain their links to one another. - Students are able to explain the use of different forms of distribution for different marketing strategies. Application - Students are able to apply methods for analysing situations to a given business context and to document their implementation. - Students can implement analysis results to design a marketing mix strategy. - Students can derive operational objectives from a strategic orientation and break them down to more detailed levels. Analysis - Students are able to identify and select appropriate methods to resolve strategic marketing problems. Synthesis - Students can develop appropriate proposals for the orientation of marketing and sales activities based on known theories and methods.

Planned learning activities and teaching methods

Interactive course with case studies and discussions

Assessment methods and criteria

written exam



Recommended or required reading

Backhaus, Klaus; Schneider, Helmut (2007): Strategisches Marketing. Stuttgart: Schäffer-Poeschel. Matzler, Kurt; Müller, Julia; Mooradian, Todd A. (2011): Strategisches Management: Konzepte und Methoden. Wien: Linde.

Mode of delivery (face-to-face, distance learning)