312302 Marketingmanagement II (Computergestütztes Marketing) (V) (WiSe 2003/2004)
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Die Vorlesung vermittelt wichtige Grundkenntnisse im Bereich der computerbasierten Entscheidungsunterstützung in Marketing und Marktforschung und ist wie folgt gegliedert:
1. Einführung und Grundlagen aus der Informatik
2. Informationsorientierte Ansätze (speziell MaIS, MIS)
3. Modellorientierte Ansätze (speziell DSS)
4. Wissensorientierte Ansätze (speziell XPS)
5. Marketing im Internet
6. Neuronale Netze und ihre Nutzung im Marketing
7. Virtual-Reality-Ansätze im Marketing
Bibliography
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Gaul, W.; M. Both (1990): Computergestütztes Marketing, Berlin, Springer.
Gaul, W.; D. Baier (1994): Marktforschung und Marketing-Management, 2. Aufl., München, Oldenbourg.
Heinrich, L. J. (1996): Informationsmanagement, Planung, Überwachung und Steuerung der Informationsstruktur, München, Oldenbourg.
Hermanns, A.; V. Flegel (1992): Handbuch des Electronic Marketing, München, Beck.
Jaspersen, T. (1997): Computergestütztes Marketing, 2. verb. Aufl., München, Oldenbourg.Weitere Literatur wird in der Vorlesung bekannt gegeben. Eine ausführliche Vorlesungsmitschrift steht zur Verfügung.
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| Frequency | Weekday | Time | Format / Place | Period |
|---|
Subject assignments
| Degree programme/academic programme | Validity | Variant | Subdivision | Status | Semester | LP | |
|---|---|---|---|---|---|---|---|
| Betriebswirtschaftslehre / Diplom | (Enrollment until SoSe 2005) | B1; B2; WP08 | Wahl | 4 | HS | ||
| Volkswirtschaftslehre / Diplom | (Enrollment until SoSe 2005) | WP08 | Wahl | 4 | HS | ||
| Wirtschaftswissenschaften / Bachelor | (Enrollment until SoSe 2005) | Nebenfach | Modul W1; Modul W2; Modul W4; Modul W5; Modul W6 | Wahl | 5. 6. | 4 | |
| Wirtschaftswissenschaften / Bachelor | (Enrollment until SoSe 2005) | Nebenfach | Modul W8 | Wahl | 5. 6. | 4 |
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- Last update basic details/teaching staff:
- Friday, December 11, 2015
- Last update times:
- Thursday, August 14, 2003
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- Thursday, September 25, 2003
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- lecture (V) / 2
- Department
- Faculty of Business Administration and Economics
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- ECTS points
- 4
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- 1071345