Studienhandbuch | KS Introduction to Marketing

Inhalt

Es ist eine neuere Version 2025W dieser LV im Curriculum Extension programme Journalism and science communication 2025W vorhanden.

^(*) 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

2023SS2

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