Klaus Kotek, MBA

Professor Department Business

+43 2732/802-383

+43 2732/802-4

klaus.kotek@fh-krems.ac.at

Kernkompetenz/Core Competences:

• International Marketing and Sales, incl. Brand Management
• Corporate Communications and Public Relations
• In the area of HRM: Employer Branding, incl. Change Management Communication (Transition-Management of M&A- and Rebranding Proccess)

Betreuungsbereiche Bachlor-/Masterarbeit/Fields for Bachelor/Master Theses:

• International Marketing and Sales
• Brand Management
• Target group segmentation
• Planning-, Budgeting- and Performance Management
• Corporate Communications
• In the area of HRM: Employer Branding, incl. Change Management/Transitions Management Communications

Methoden Präferenz/Methodological Preferences:

• Quantitative methods: Survey research / Questionnaire / Structured interview
• Qualitative methods: Qualitative interviewing / Focus Groups / Document analysis / Grounded theory / Case studies / Content analysis

Themenvorschläge/suggested Topics:

• Marketing Metrics/Marketing Key Performance Indicators ( KPI):
  Measurement is critical to the health of any business. Particularly important are the knowledge how to apply metrics in marketing - Marketing-ROI.
• Criteria to assess markets for export activities. Characteristics to be considered to identify opportunities whilst minim izing risks.
• Analysing sales processes by the means of a "sales-funnel"-model: How marketing and sales cooperate in acquiring, maintaining and servicing (potential) customers.
• Beyond mass marketing communication: how to apply "paid-owned-and earned media" as an effective and efficient corporate communcations approach.
• Succesful alternatives to "traditional advertising" ("above the line"): the usage of new techniques in communication and applying new electronic media to gain brand-relevant attention.
• What drivers customer loyalty?
  Strategic aspects of loyalty and customer lifetime cycles.
• Smart targeting - appropriate market segmentation as a precondition for all marketing undertakings: on a strategic level as well as on executing operational activities. National and trans-national segementation criteria (methods) for effective market/business development.
• Pricing strategies, applicable for global marketing activities.
• Dialogue marketing in the upheaval of the electronic media.
• Any topics concerning neuro-marketing and brand management
• Brands influence buying preferences and behaviour (B2C as well as B2B).
  Major differences depend on the industry sector - research characteristics of specifis sectors and how this impacts customer cons iderations and buying patterns.
• What makes customers enthusiastic - how to turn "occasional" customers to fans who like to recommend their favoured brands actively?
• The leverage of ethical behaviour in strategic brand management.
• Drivers for cusomter's loyalty: Criteria in marketing and sales to determine customer loyalty and to achieve a high score in the area of recommendation. (Particulary C-to-C recommendation are essential in/for sales!)
• The increasing importanceof social media for organisations to achieve awareness, commitment and support for sales endeavours.
• Human Resource Management Metrics: Key Performance Indicators (KPI) for HRM - to manage personnel effectively and to develop a sustainable employer brand
• New opportunities to attract (new and existing) employees and to foster a sustainable employer brand
• Tools and techniques to develop an "employer of choice"-image (meaning a strong employer brand)