Suchergebnis: Katalogdaten im Herbstsemester 2019
Agrarwissenschaften Master  | ||||||
 Vertiefung Agrarökonomie | ||||||
| Disziplinäre Kompetenzbereiche | ||||||
| Decision Making and Management | ||||||
| Nummer | Titel | Typ | ECTS | Umfang | Dozierende | |
|---|---|---|---|---|---|---|
| 363-0403-00L | Introduction to Marketing | W+ | 3 KP | 2G | F. von Wangenheim, M. Zimmer | |
| Kurzbeschreibung | The course is designed to convey a profound understanding of marketing's role in modern firms, its interactions and interfaces with other disciplines, its main instruments and recent trends. Particular attention is given to emerging marketing concepts and instruments, and the role of marketing in technology firms. | |||||
| Lernziel | After taking the lecture, students should have knowledge about 1) The definition and role of marketing (marketing basics) 2) Creating marketing insights - understanding customer behavior - Theoretical concepts in customer behavior (customer behavior) - Analytical means to extend knowledge on customer behavior (marketing research) - Strategic tools to quantify customer behavior (CLV, CE) 3) Strategic marketing - translating marketing insights into actionable marketing strategies - Segmentation, Targeting, and Positioning - Attracting customers (marketing mix, 4Ps) - Maintaining profitable customer relations (CRM) | |||||
| Inhalt | The course is designed to convey a profound understanding of marketing's role in modern firms, its interactions and interfaces with other disciplines, its main instruments and recent trends. Particular attention is given to emerging marketing concepts and instruments, and the role of marketing in technology firms. The lecture features tutorial sessions that are held at irregularly spaced intervals throughout the semester (approximately every third week). The tutorial sessions take place at the same time and location as the main lecture. They serve to illustrate theoretical and methodological concepts from the lecture by walking students through basic marketing data analyses, where students can practice and apply the concepts of the lecture on their own. The tutorial is held jointly by three teaching assistants (Sandro Arnet, Zhiying Cui, and Jana Gross) and the professor (Prof. F. von Wangenheim). | |||||
| Literatur | Kotler, P./Armstrong, G.: Principles of Marketing, 17th edition, Pearson 2017. Weekly readings, distributed in class (via Moodle) | |||||
| 751-2205-00L | Advanced Management in the Agri-Food-Chain | W+ | 2 KP | 2G | M. Weber | |
| Kurzbeschreibung | Advanced Management in the Agri-Food Chain: Framework und Managementmodelle für den Umgang mit Komplexität in Organisationen der Agri-Food Chain | |||||
| Lernziel | Nach der Vorlesung ... ... kennen die Studierenden die wichtigsten Charakteristiken und Konsequenzen der aktuellen Probleme in der Organisationswelt, ... kennen wichtige Managementmodelle und -konzepte für das heutige organisatorische Umfeld, ... kennen ausgewählte praktische Anwendungen und Beispiele der behandelten Inhalte und ... sind in der Lage, ihre Kenntnisse selbständig weiter zu vertiefen. | |||||
| Inhalt | In der Vorlesung werden folgende Inhalte behandelt: - Zustand, Gründe und Wirkungen von Komplexität in der Organisationswelt. - Framwork für die Gestaltung, Lenkung und Entwicklung intelligenter Organisationen. - Ausgewählte aktuelle Managementmodelle für eine komplexe Organisationswelt. - Transfer und Anwendung der Modelle auf Organisationen in der Agri-Food Chain. | |||||
| Skript | Foliensatz mit ausgewählten Inhalten. | |||||
| Voraussetzungen / Besonderes | - Vorlesung "Management in the Agri-Food Chain" in D-USYS Vorlesung wird in deutscher Sprache abgehalten | |||||
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