| Dozent/in |
Prof. Suresh Ramanathan, PhD |
| Veranstaltungsart |
Vorlesung |
| Code |
FS211233 |
| Semester |
Frühjahrssemester 2021 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Master |
| Termin/e |
Sa, 27.02.2021, 12:15 - 16:00 Uhr, Online
Sa, 13.03.2021, 12:15 - 16:00 Uhr, Online
Sa, 20.03.2021, 12:15 - 16:00 Uhr, Online
Sa, 27.03.2021, 12:15 - 16:00 Uhr, Online
Sa, 24.04.2021, 12:15 - 16:00 Uhr, Online
Sa, 01.05.2021, 12:15 - 16:00 Uhr, Online
Sa, 08.05.2021, 12:15 - 16:00 Uhr, Online
Sa, 15.05.2021, 12:15 - 16:00 Uhr, Online |
| Umfang |
2 Semesterwochenstunden |
| Turnus |
blocked
via Zoom |
| Inhalt |
1
Monday
16.09
(A) Introduction to Marketing Strategy
Required Readings
- 1. Dolan: Note on Marketing Strategy, Harvard course packet
(B) The Company
Required Readings
- 1. Porter: What is Strategy? Harvard course packet
(C) Introduction to Marketing Simulation: Advanced Marketing Simulation - Bikes
Decision 1
Decision 2 2
Monday
23.09
(A) Competition
Required Reading:
1. Marketing Reading: Competitive Strategies, Harvard course packet
(B) Customer Analysis
Required Reading:
1. Goldstein, Johnson, Hermann, and Heltmann, Nudge your Customers Towards Better Choices, Harvard course packet
(C ) Review of Decision 1 and 2
Decision 3
Decision 4 3
Monday
30.9
(A) Segmentation, Targeting, and Positioning
Required Readings:
- Marketing Reading: Segmentation and Targeting
- Marketing Reading: Brand Positioning
(B) Product Life Cycle\
- Corey and Capon, Product Life Cycle, Harvard course packet
(C) Review of Decision 3 and 4
Decision 5
Decision 6 4
Tuesday
1.10
(A) Review of Decision 5 and 6
Decision 7 and 8 5
Tuesday
8.10
Presentations of Results and Discussion of Strategy |
| Voraussetzungen |
Marketing course |
| Sprache |
Englisch |
| Anmeldung |
To attend the course / exercise, registration via e-learning platform OLAT is required. Registration is possible from 8 February to 5 March 2021. The students themselves are responsible for checking the creditability of the course to their course of study. Direct link to OLAT course:
https://lms.uzh.ch/url/repositoryentry/16940630328 |
| Leistungsnachweis |
No exam, evaluation based on performance on simulation
***IMPORTANT*** In order to acquire credits, resp. to take the examination, registration via the Uni Portal within the examination registration period is ESSENTIALLY REQUIRED. Further information on registration: www.unilu.ch/wf/pruefungen |
| Abschlussform / Credits |
No exam, evaluation based on performance on simulation / 3 Credits
|
| Hörer-/innen |
Nein |
| Kontakt |
suresh.ramanathan@doz.unilu.ch |