Students acquire marketing competences and know basic strategic and operational relationships in organisations with a view to market-oriented management. They are familiar with basic information procurement and utilisation approaches and can apply these in an exemplary manner. They are able to develop instructions for action for marketing-relevant questions. In addition, the students learn to deal with practical tasks and to view them analytically from different perspectives.
Subject
Fundamentals of market-oriented management against the background of current strategic as well as operational challenges in practice
Marketing Strategies
Instrumental areas of marketing
Marketing research process and evaluation methods
Criteria for evaluation
Exam and seminar paper
Methods
Theoretical inputs, self-study as well as exercises in small groups and phases of critical reflection and discussion are used to achieve the teaching and learning objectives.
