Students can apply the knowledge acquired and the skills developed to solve a practical problem.

• LO2: Students have the ability to develop marketing strategies.
• LO3: Students are able to identify suitable sources of information and generate marketing-relevant data.
• LO4: Students can develop a systematic approach to the development and management of products and services.
• LO5: Students are able to develop pricing policy concepts.
• LO6: Students can make distribution policy and logistical decisions.
• LO7: Students can develop communication concepts.
• LO8: Students are able to prepare and present work results professionally in a team.

1. Students understand how customer benefits and customer loyalty are created.
2. Students understand the concept of strategic marketing and know how market segmentation and positioning are carried out.
3. Students know the basics of market research.
4. Students know the marketing-relevant differences between products and services and know the importance of brands. They learn a systematic approach to developing new products and managing the product life cycle.
5. Students know the options for pricing and pricing strategies.
6. Students are familiar with the design options for distribution systems and understand supply chain management and logistics.
7. Students understand the importance of integrated marketing communication and know the relevant communication tools.
8. Students learn to work in teams.
9. Students learn to prepare and present work results professionally.

Learning Outcomes

• LO1: Students master the basic concepts and tools of marketing in order to be able to apply them in the future.