[ 515MSIMEMAK20 ] KS Introduction to Marketing

(*) Unfortunately this information is not available in english.
Workload Education level Study areas Responsible person Hours per week Coordinating university
3 ECTS B1 - Bachelor's programme 1. year Business Administration Christoph Teller 2 hpw Johannes Kepler University Linz
Detailed information
Pre-requisites (*)keine
Original study plan Bachelor's programme (*)Betriebswirtschaftslehre 2020W
Objectives • Teaching of terms, tasks, concepts and models of marketing in modern management • Facilitation of a critical analysis with content-related issues • Development of an integrative understanding of the basic marketing knowledge in theory and practice
Subject • Customer benefit and establishing customer retention • Strategic marketing; market segmentation and positioning • Market research • Products, services, and brands; new product development and product life cycle strategies • Basic considerations and determinants of pricing; pricing strategies • Distribution, logistics, and retailing • Integrated marketing communication and communication instruments
Criteria for evaluation • Exam (50%) • Video-based presentation (50%)

A positive assessment of the exam and/or re-exam is necessary in order to participate in the second part of the course (video-based presentation). For an overall passing grade both the exam and the video-based presentation have to get a positive mark.

Methods In order to achieve the teaching and learning goals both theoretical inputs, case examples, exercises in small groups, and critical reflection and discussion are used.
Language German
Study material Kotler, P., Armstrong, G, Harries, L., Piercy, N. 2019. Grundlagen des Marketing (7. Aufl.). Pearson.
Changing subject? No
On-site course
Maximum number of participants 100
Assignment procedure Assignment according to priority
This course is additionally offered in the following versions:
MuSSS O.C.    
Number obligatory dates     0    
MuSSS assistance     Astrid Horejs    
Number participants (min/max)     25 / 999    
Course fee     € 0,00    
Online materials and media     Powerpoint slides with audio commentary. The accompanying Moodle-course can be found on JKU Moodle.    
Book from onlineshop     Grundlagen des Marketing (2019 - Kotler/Armstrong/Harries/Piercy - Pearson), available at the price of € 49,95    
Thu04.05.202314:15 - 20:00Raab 9901Klausur
Fri19.05.202315:30 - 16:15LP B045
Fri19.05.202316:45 - 17:30LP B045
Fri19.05.202318:00 - 18:45LP B045
Fri19.05.202319:15 - 20:00LP B045
Fri19.05.202316:45 - 20:00PR HuemerstraßeNachklausur
Thu25.05.202300:00 - 00:00Einreichung Konzept
Fri09.06.202300:00 - 00:00Einreichung vorläufig. Video
Thu22.06.202300:00 - 00:00Abgabetermin finales Video