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Standorte und KontaktBibliothek FHNWKarriere an der FHNWMedien

      Logo der Fachhochschule Nordwestschweiz
      • Studium
      • Weiterbildung
      • Forschung und Dienstleistungen
      • Internationales
      • Die FHNW
      De
      Standorte und KontaktBibliothek FHNWKarriere an der FHNWMedien
      Module
      Marketing und Produktmanagement

      Marketing and Product Management

      Number
      mpm
      ECTS
      3.0
      Level
      intermediate
      Overview
      This module provides the foundations of marketing with great emphasis on software product management and international case examples. In the first part, we explore the four key concepts of the marketing mix model, also known as the 4Ps together with customer behaviour. In the second part, we examine software product management in greater depth, thereby covering relevant strategic and operational subjects. Part 1 – Foundations of marketing
      • Customer behaviour
      • Marketing mix model (4P) with Product, Pricing, Place and Promotion
      • Marketing goals and process
      Part 2 – Emphasis on international software product management
      • Strategy
      • Implementation
      • Organisation
      • Product Manager
      • Innovation
      • Branding
      • Product vision
      Learning objectives
      Students:
      • recognize the great importance of „marketing thinking“ for successful business activities;
      • know the common terms, instruments and basic concepts of marketing and software product management;
      • know „best practices“ of the international marketing and product management landscape;
      • discuss and analyse theoretical approaches with practical examples;
      • know and evaluate suitable instruments and concepts which companies could implement for effective use in marketing and software product management issues;
      • apply their learning to practically oriented case studies.
      Previous knowledge
      Betriebswirtschaftslehre (bwlC) or similar (basic) business administration knowledge Requirements Engineering (reqC) or similar (basic) knowledge English Level B2 (e.g. passed module e2)
      Exam format
      Continuous assessment grade
      (German Version)

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