Search result: Catalogue data in Autumn Semester 2019
Agricultural Sciences Master  | ||||||
 Major in Agriculture Economics | ||||||
| Disciplinary Competences | ||||||
| Decision Making and Management | ||||||
| Number | Title | Type | ECTS | Hours | Lecturers | |
|---|---|---|---|---|---|---|
| 363-0403-00L | Introduction to Marketing | W+ | 3 credits | 2G | F. von Wangenheim, M. Zimmer | |
| Abstract | 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. | |||||
| Learning objective | 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) | |||||
| Content | 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). | |||||
| Literature | 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 credits | 2G | M. Weber | |
| Abstract | Advanced Management in the Agri-Food Chain: Framework and models for management of organizations in the Agri-Food Chain in a complex environment | |||||
| Learning objective | After the lecture the students ... ... know the characteristics and consequences of complexity in the organizational world, ... know and can apply selected comprehensive models for managing in complex situations, ... know possible practical applications and examples of the treated contents to organizations in the Agri-Food Chain and ... are able to deepen the relevant topics in an autonomous way. | |||||
| Content | In the lecture the following contents will be treated: - State, reasons and effects of complexity in the organizational world. - A basic framework for shaping and governing intelligent organizations. - Selected contemporary models for managing in the complex organizational world. - Transfer and adaption of the models to organizations in the Agri-Food Chain. | |||||
| Lecture notes | Reader with selected contents. | |||||
| Prerequisites / Notice | - Vorlesung "Management in the Agri-Food Chain" in D-USYS Vorlesung wird in deutscher Sprache abgehalten | |||||
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