| Detailed information |
| Pre-requisites |
(*)KS Strategisches Marketing-Management (Einstiegskurs)
|
| Original study plan |
Bachelor's programme Business and Economics 2021W |
| Objectives |
The students will gain a crosslinked understanding of tasks, problems and methods of a marketing manager from a holistic point of view. They will recognize the complexity of interdependencies in goal setting and in strategic and operational decisions that have to be taken.
|
| Subject |
Analysis of case studies and development of strategies and solutions for problem definitions concerning the topics of consumer behaviour, market orientation, 4 PS (product, place, promotion, price), services marketing, retailing and international marketing.
|
| Criteria for evaluation |
Written exam (40%), written group project and presentation (50%), active participation in class (10%)
|
| Methods |
Case studies, group work
|
| Language |
German |
| Study material |
Homburg, C.; Krohmer, H.: Marketingmanagement: Strategie – Instrumente – Umsetzung – Unternehmensführung. Gabler Verlag, Wiesbaden, current edition.
|
| Changing subject? |
No |
| Corresponding lecture |
(*)515MASMMAVU20: IK Marktorientiertes Management: Vertiefung (3 ECTS)
|
| Earlier variants |
They also cover the requirements of the curriculum (from - to)
2MARKMI: IK Strategic and Operational Marketingmanagement (2007S-2015S)
|
