Masterstudium

 

LEHRVERANSTALTUNGEN

Im Rahmen des Studienplans Masterstudium Betriebswirtschaft 20W werden ab dem Studienjahr 2020/2021 folgende Lehrveranstaltungen am Institut für Marketing angeboten:

  • Masterkurs Marketing, VO - Modul A Allgemeine Betriebswirtschaftslehre
  • Empirische Wirtschaftsforschung 1 und 2, KS (Sommersemester) - Modul C  disziplinäre Vertiefung

 

Marketing in Consumer Markets

  • Managing the Brand, PS (Wintersemester) - Modul E Spezielle Betriebswirtschaftslehre
  • Managing Touchpoints and the Customer Journey, PS (Wintersemester) - Modul E Spezielle Betriebswirtschaftslehre
  • Marketing Research and Analytics in Consumer Markets, PS (Sommersemester) - Modul E Spezielle Betriebswirtschaftslehre
  • Managing Omni Channel and Platforms, PS (Sommersemester) - Modul E Spezielle Betriebswirtschaftslehre
  • Seminar aus Marketing in Consumer Markets, SE - Modul E Spezielle Betriebswirtschaftslehre
  • Masterseminar/Marketing in Consumer Markets, SE - Modul E Masterarbeit

 

Marketing in Business Markets

  • Managing Customer Expereince in Business Markets, PS (Wintersemester) - Modul E Spezielle Betriebswirtschaftslehre
  • Managing the Innovation Process, PS (Wintersemester) - Modul E Spezielle Betriebswirtschaftslehre
  • Marketing Research and Analytics in Business Markets, PS (Sommersemester) - Modul E Spezielle Betriebswirtschaftslehre
  • Managing the Salesforce, PS (Sommersemester) - Modul E Spezielle Betriebswirtschaftslehre
  • Seminar aus Marketing in Business Markets, SE - Modul E Spezielle Betriebswirtschaftslehre
  • Masterseminar/Marketing in Business Markets, SE - Modul E Masterarbeit

 

Marketing in the Services Industry

  • Managing Communication, PS (Wintersemester) - Modul E Spezielle Betriebswirtschaftslehre
  • Marketing Research and Analytics in Services Industry, PS (Wintersemester) - Modul E Spezielle Betriebswirtschaftslehre
  • Managing Services, PS (Sommeresemeter) - Modul E Spezielle Betriebswirtschaftslehre
  • Managing Revenue and Capacity, PS (Sommersemester) - Modul E Spezielle Betriebswirtschaftslehre
  • Seminar aus Marketing in the Services Industry - Modul E Spezielle Betriebswirtschaftslehre
  • Masterseminar/Marketing in the Services Industry - Modul E Masterarbeit

 

Weitere Informationen zu den aktuell vom Institut für Marketing angebotenen Lehrveranstaltungen finden Sie im UNIGRAZonline.

 

 

 

MASTERARBEITEN, SEMINARARBEITEN, REFERATE DER SBWL

 

Masterarbeit Marketing in Consumer Markets:

 

Referate und Seminararbeiten Marketing in Consumer Markets:

 

 

Masterarbeit Maketing in Business Markets:

 

Referate und Seminararbeiten Maketing in Business Markets:

 

 

Masterarbeit, Referate und Seminararbeiten Marketing in the Services Industry: siehe Marketing in Consumer Markets

 

 

 

FACHPRÜFUNGEN - PRÜFUNGSSTOFF

 

Marketing in Consumer Markets

 

Retail Management

  • Swoboda, B./Foscht, T./Schramm-Klein, H. (2019): Handelsmanagement. Offline-, Online- und Omnichannel-Handel, 4. Aufl., München: Vahlen. (Kapitel 2 und 3; exkl. Fallstudien)

Customer Relationship Management

  • Bruhn, M. (2016): Relationship Marketing. Das Management von Kundenbeziehungen, 5. Aufl., München: Vahlen. (Kapitel 1 bis 6)

Services Management

  • Wirtz, J./Lovelock, C. (2016): Services Marketing. People, Technology, Strategy, 8th Ed., Hackensack: World Scientific. (Kapitel 1, 4, 6 und 8 bis 14; exkl. Fallstudien, Service Perspectives und Research Insights)

Public and Not-for-Profit Management

  • Bruhn, M. (2011): Marketing für Nonprofit-Organisationen. Grundlagen – Konzepte – Instrumente, 2. Aufl., Stuttgart: Kohlhammer. (Kapitel 1, 2, 7, 8, 9)

 

Obige Proseminare wurden bis zum SS 2020 angeboten. Informationen zu Anerkennungen finden Sie auf der Website der SOWI Fakultät.
Lehrveranstaltungen ab WS 2020/21 finden Sie auf der nächsten Seite.

Stand März 2021

 

Marketing Research and Analytics in Consumer Markets

  • Malhotra, N. K. (2019): Marketing Research. An Applied Orientation, 7th Global Ed., Harlow: Pearson. (Chapter 1-10)

 

Managing the Brand 

  • Keller, K. L./Swaminathan, V. (2020): Strategic Brand Management. Building, Measuring, and Managing Brand Equity, 5th Global Ed., Harlow: Pearson. (Chapter 1-7 and 9)

 

Managing Omni Channel and Platforms

  • Swoboda, B./Foscht, T./Schramm-Klein, H. (2019): Handelsmanagement. Offline-, Online- und Omnichannel-Handel, 4. Aufl., München: Vahlen. (Kapitel 1, 2 und 4; exkl. Fallstudien)
     
  • Zhu, F./Furr, N. (2016): Product to Platforms: Making the Leap, in: Harvard Business Review, Vol. 94, No. 4, pp. 72-78.
     
  • Zhu, F./Iansiti, M. (2019): Why Some Platforms Thrive and Others Don’t, in: Harvard Business Review, Vol. 97, No. 1, pp. 118-125.

 

Managing Touchpoints and the Customer Journey

  • Bruhn, M. (2016): Relationship Marketing. Das Management von Kundenbeziehungen, 5. Aufl., München: Vahlen. (Kapitel 3 und 10)
     
  • Kumar, V. (2013): Profitable Customer Engagement. Concept, Metrics and Strategies, Thousand Oaks: Sage Publications. (Kapitel 1)
     
  • Kumar, V./Pansari A. (2016): Competitive Advantage through Engagement, in: Journal of Marketing Research, Vol. 53, No. 4, pp. 497-514.
     
  • Lemon, K. N./Verhoef, P. C. (2016): Understanding Customer Experience throughout the Customer Journey, in: Journal of Marketing, Vol. 80, No. 6, pp. 69-96.
     
  • Lewnes, A./Keller K. L. (2019): 10 Principles of Modern Marketing, in: MIT Sloan Management Review, Vol. 60, No. 3, pp. 1-10.
     
  • Payne, E. M./Peltier, J. W./Barger, V. A. (2017): Omni-Channel Marketing, Integrated Marketing Communication and Engagement, in: Journal of Research in Interactive Marketing, Vol. 11, No. 2, pp. 185-197.
     
  • Rawson, A./Duncan, E./Jones, C. (2013): The Truth about Customer Experience, in: Harvard Business Review, Vol. 91, No. 9, pp. 90-98.
     
  • Rosenbaum, M. S./Otalora, M. L./Ramírez, G. C. (2017): How to create a realistic Customer Journey Map, in: Business Horizons, Vol. 60, No. 1, pp. 143-150.

 

 

 

Marketing in Business Markets bzw. Business-to-Business Management:

 

Managing Customer Experience in Business Markets

  • Anderson, James C, James A Narus, and Das Narayandas (2009), Business market management: Understanding, creating, and delivering value, Pearson Prentice Hall. Chapters 1,2,3,5,10 only. (228 pp.)
     
  • Heide, Jan B (1994), “Interorganizational Governance in Marketing Channels,” Journal of Marketing, 58 (1), 71–85. (15 pp.)
     
  • Kashyap, Vishal, Kersi D. Antia, and Gary Frazier (2012), “Contracts, Extra-Contractual Incentives, and Ex Post Behavior in Franchise Channel Relationships”, Journal of Marketing Research, 49(April), 260-76. (17 pp.)

  • Kashyap, Vishal and Brian R. Murtha (2017), “The Joint Effects of Ex Ante Contractual Completeness and Ex Post Governance on Compliance in Franchised Marketing Channels”, Journal of Marketing, 81(3), 130-53. (54 pp.)
     
  • Stefan Hurtak, Vishal Kashyap, and Michael Ehret, “Lightening the Dark Side of Customer Participation – The Mitigating Role of Relationship Performance in Business-to-Business Project Contexts” (2022), Journal of Business Research, February(140), 220-31. (12 pp.)
     
  • Eggert, Andreas, Michael Kleinaltenkamp, and Vishal Kashyap (2019), "Mapping Value in Business Markets: An Integrative Framework”, Industrial Marketing Management, 79(Mai), 13-20. (8 pp.)

 

Managing the Salesforce

  • Johnston, Mark W and Greg W Marshall (2013), Sales force management: Leadership, innovation, technology, 13th rev. ed., New York: McGraw-Hill International. Chapters 2,3,5,7,11,13 only. (218 pp.)
     
  • Blocker, Christopher P., Joseph P. Cannon, Nikolaos G. Panagopoulos, and Jeffrey K. Sager (2012), “The Role of the Sales Force in Value Creation and Appropriation: New Directions for Research,” Journal of Personal Selling and Sales Management, 32 (1), 15–28. (14 pp.)
     
  • Kashyap, Vishal, Áurea Helena Puga Ribeiro, Anthony Asare, and Thomas G. Brashear (2007), “Developing Salesforce Relationalism: The Role of Distributive and Procedural Justice”, Journal of Personal Selling and Sales Management, (27)3, 235-45. (11 pp.)

 

Managing the Innovation Process

  • Tidd, Joe and John Bessant (2018), Managing Innovation: Integrating Technological, Market and Organizational Change, 6th Edition, West Sussex. Chapters 1,2,5,8,9,13 only. (224 pp.)

 

 

 

 

Marketing in the Services Industry:

 

Managing Revenue and Capacity

  • Ingold, Anthony, Ian Yeoman, and Una McMahon-Beattie (2012): Yield Management: Strategies for the Services Industry. Chapters 1, 2.
     
  • Yeoman, Ian (2011): Revenue Management : A Practical Pricing Perspective, Palgrave Macmillan Chapters 2, 5.
     
  • Phillips, R. L. (2021) Pricing and Revenue Optimization, 2nd edition, Stanford United Press. Chapters 2, 6, 14.

 

Managing Communication

  • Fill, Chris / Turnbull, Sarah (2019): Marketing Communications: Touchpoints, sharing and disruption, 8th Edition. Pearson. Chapters 1-4, 6-8, 10-12.
     
  • Christensen, C. M., Cook, S., & Hall, T. 2005. Marketing malpractice. Harvard business review, 83 (12): 74-83.

 

Managing Services

  • Wirtz, Jochen/ Lovelock, Christopher H: Services marketing : people, technology, strategy Hackensack, New Jersey : London: World Scientific ; [2016] ; Eighth edition. -> Ab Juli 2022: Ninth edition, 2021, Chapters 1-11.
     
  • Ehret, M., and Wirtz, J., 2017. Unlocking value from machines: business models and the industrial internet of things. Journal of Marketing Management, 33 (1), 111-130.
     
  • Wieland, Heiko/Hartmann, Nathanie/ Vargo, Stephen (2017): Business models as service strategy. Journal of the Academy of Marketing Science. Nov2017, Vol. 45 Issue 6, pp. 925-943.
     
  • Wirtz, Jochen; Zeithaml, Valarie.Cost-effective service excellence. Journal of the Academy of Marketing Science. Jan2018, Vol. 46 Issue 1, pp. 59-80.