Event

The course is composed of the sub-areas:

1. Marketing:

Marketing aims at the optimal design of situations that arise in the context of economic activity in the satisfaction of needs and desires (e.g. marketing of company services, soliciting understanding of group interests, distribution of public funds, implementation of economic policy goals).

Topics dealt with in detail:

• Market research (e.g. product positioning, market segmentation)
• behavioural research (e.g. influence of socio-cultural and physical environmental aspects)
• Marketing policy instruments (e.g. product, price, communication and distribution policy),
• Special features of international marketing activities (e.g. advantages and risks in international exchange relations),
• Entrepreneurship and intrapreneurship (e.g. marketing of innovations by company founders vs. established companies)

2. Production Economy:

This subfield provides an initial introduction to all operational tasks related to the production of tangible and intangible goods. In addition to the manufacturing industry (basic and capital goods, capital goods and consumer goods, food and beverages, i.e. production industry in the broadest sense), the energy industry, construction and real estate industry and labour sciences are also considered.

Topics dealt with in detail:

• Introduction to the subfield (system theoretical classification, general tasks, cross-sectional topics)
• Industrial production (location planning, transport planning, procurement, plant management, production management)
• Electricity industry (energy demand and supply, energy system planning, technological foresight, cost structures)
• Construction and real estate industry

3. Information Systems:

Information represents a competitive factor in today's economy, which requires an interdisciplinary view of the research fields of economics, information technology and law. In this subfield, selected fundamentals of Business Information Systems and their role in today's competition are presented.
Examples from practice motivate and complement the topics.

Treated topics in detail:

• Trends in Information Systems
• Definition of terms data, information, knowledge
• Information in companies: Production and competitive factor
• Information processing: from agent to corporate network
• Company networks
• Service Value Networks
• market engineering
• social networks and services