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| Detailed information |
| Pre-requisites |
(*)keine
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| 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
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| 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
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| 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.
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| 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.
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| Language |
German |
| Study material |
Kotler, P., Armstrong, G, Harries, L., Piercy, N. 2019. Grundlagen des Marketing (7. Aufl.). Pearson.
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| Changing subject? |
No |
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