Search result: Catalogue data in Autumn Semester 2021
Agricultural Sciences Master | |||||||||||||||||||||||||||||||||||||||||||||||||||
Major in Agriculture Economics | |||||||||||||||||||||||||||||||||||||||||||||||||||
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Decision Making and Management | |||||||||||||||||||||||||||||||||||||||||||||||||||
Number | Title | Type | ECTS | Hours | Lecturers | ||||||||||||||||||||||||||||||||||||||||||||||
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363-0403-00L | Introduction to Marketing | W+ | 3 credits | 2G | S. Brüggemann, F. von Wangenheim | ||||||||||||||||||||||||||||||||||||||||||||||
Abstract | Students who take this course will increase their knowledge of marketing, its effect on consumer behavior and its role in creating long-term value. The course will introduce important concepts, frameworks and methods for marketing decision-making. A focus will be on managing customer relationships with the help of targeted promotions and data collected through digital technologies. | ||||||||||||||||||||||||||||||||||||||||||||||||||
Objective | After taking the class, students will be able to 1) Define what marketing is and describe its role at different stages of the value chain 2) Apply psychological theories to analyze behavior (e.g., purchase behavior) and identify the needs of (prospective) customers in consumer and business markets 3) Design elements of the marketing mix—e.g., develop new products and set prices—in a way that creates long-term value 4) Create an effective and efficient marketing mix that attracts and engages customers, e.g., by running targeted promotions 5) Use quantitative methods and customer data to manage relationships with customers | ||||||||||||||||||||||||||||||||||||||||||||||||||
Content | The class will center on the importance of marketing as an activity that creates long-term value for the benefit of organizations and their customers. It will teach concepts, frameworks and methods for marketing decision making. The structure of the course will roughly follow the different steps of the value chain, i.e., the set of activities necessary for offering valuable products to customers. First, it will introduce students to psychological theories that help explain behavior, e.g., purchase behavior. It will also familiarize students with different methods from marketing research, which can be used to identify the needs of customers. Next, the course will look at the role of the marketing mix in satisfying customer needs. For example, the class will cover new product development and pricing. A focus will be on managing profitable, long-term relationships with customers. To this end, students will gain in-depth knowledge on the use of targeted promotions and marketing data to (1) attract, (2) convert and engage and (3) retain customers. The course is designed to be “hands-on”, with opportunities to apply skills on business cases involving real-world marketing data. It will feature guest lectures from industry experts. The class might be taught in an in-person, remote or in a hybrid format. | ||||||||||||||||||||||||||||||||||||||||||||||||||
Literature | Kotler, Philip and Gary Amstrong (2021). Principles of Marketing (18th Global Edition), Pearson. ISBN-13: 9781292341132. The course might comprise mandatory and supplemental reading material. Other literature may be assigned in class. | ||||||||||||||||||||||||||||||||||||||||||||||||||
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751-2205-00L | Management for Enterprises in the Agri-Food-Chain II | 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 | ||||||||||||||||||||||||||||||||||||||||||||||||||
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 für Unternehmen der Agrar- & Ernährungswirtschaft I" in D-USYS Vorlesung wird in deutscher Sprache abgehalten | ||||||||||||||||||||||||||||||||||||||||||||||||||
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