Profile
- Rhythm:
- In alternation with the Institute of Marketing
- Scope:
- 2 hours lecture / 2 hours tutorial
- Time/Place/Documents:
- See LSF and Moodle
- Course Language:
- German
- Exam:
- 1 hour exam at the end of the semester
- Credits:
- 6 ECTS
- Examination date:
- See master schedule on the ISC homepage
- Contact person:
- Wanda Siegner
Description
In the first part, the two-hour lecture provides an insight into modern marketing and presents selected marketing approaches and concepts. In the second part, the fundamentals and levels of action of corporate management as well as concrete strategies of a resource- and market-oriented company are taught. In the tutorial, the contents of the lecture are deepened and clarified with concrete examples.
Table of contents
1. Introduction to marketing
1.1 Development Stages of Marketing
1.2 Marketing Definitions
1.3 Selected Marketing Approaches
2 Selected marketing objectives
2.1 Timeliness and Attitude
2.2 Satisfaction and Loyalty
3. Market and consumer research
3.1 The Market Research Design
3.2 Survey Instruments
3.3 Evaluation Methods
4. Basics of Corporate Management
4.1 The St. Gallen Management Concept
4.2 Normative Management
4.3 Strategic Management
4.4 Operational Management
5 Introduction to Human Resource Management
5.1 Basics of Personnel Management
5.2 Motivation Theories