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| Detailed information |
| Original study plan |
Bachelor's programme Business Administration 2025W |
| Learning Outcomes |
Competences |
| Learning Outcomes
Students are able to understand the basics of marketing and derive an action plan from them. The focus is particularly on strategic marketing and marketing strategies.
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| Skills |
Knowledge |
Learning Outcomes
- LO3: Students are able to create competitive advantages using market-oriented strategies.
- LO4: Students are able to apply, critically examine, discuss and evaluate the knowledge about the use of marketing instruments in a real case scenario.
- LO5: Students can demonstrate the skills they have learned, carry out an analysis independently, present the problems logically and present the results.
- LO6: Students can create and present a marketing action plan from the previous analysis.
- LO7: Students know the development of products and understand the product life cycle and its importance for product management.
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Learning Outcomes
- LO1: Students learn to analyze and understand the marketing environment (micro and macro environment) and the competition from a marketing perspective.
- LO2: Students learn to develop a marketing action plan.
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| Criteria for evaluation |
Exam:
Main and supplementary exam (to pass the course, one of the two exams must be passed).
- 45 min.
- MC questions
- Exam literature:
- Set of slides
- Kotler, P., Armstrong, G., Harris, L. C. & Piercy, N. (2019). Fundamentals of Marketing (Pearson Studium - Economic BWL) (7th, updated edition). (Chapters 2, 3, 7, 9, 18)
- Additional literature via Moodle
Interactive component:
The interactive component is designed to give students the opportunity to apply theoretical concepts of marketing management in practice and to demonstrate their theoretical and practical understanding in connection with marketing management.
- Group work (max. 5 students) - allocation by the course leaders
- Scope of the work: max. 5,000 words (± 10%, excl. literature & appendix)
Assessment criteria:
The exam accounts for 51% of the overall grade.
10% is awarded for the presentations and 39% for the project work.
Peer evaluation is included in the assessment of the interactive component.
Feedback culture:
Students have the opportunity to voluntarily view the exam and receive individual feedback. Students are also given the opportunity to obtain individual feedback on the interactive component. Students receive quantitative feedback (5-point Likert scale), which is supplemented by qualitative feedback. Finally, a summary explanation of the general feedback and group performance is provided to help students reflect on their own individual performance.
Synchronization of learning outcomes and assessments:
- LO1: Written exam, interactive component
- LO2: Written exam, interactive component
- LO3: Written exam, interactive component
- LO4: Interactive component (project work)
- LO5: Interactive component (project work)
- LO6: Interactive component (project work and presentation)
- LO7: Written exam, interactive component
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| Methods |
The learning and teaching strategy is designed to impart knowledge and understanding in both theoretical and practical perspectives. In addition to self-directed learning, the teaching and learning methods include formal lectures and (mostly) tutorials. In total, 75 hours are required for all learning activities for 3 ECTS points:
- 21 hours lectures presentations
- 54 hours self-study
Structure:
- Unit 1 – Introduction, evaluation, structure, project requirements + Kotler Chapter 2
- Unit 2 – Kotler Chapter 3 + Marketing Action Plan
- Unit 3 – Kotler Chapter 7 + Marketing Action Plan continuation
- Unit 4 – Kotler Chapters 9 + 18
- Unit 5 – Presentations
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| Language |
German |
| Study material |
Compulsory reading (relevant for the exam)
- Set of slides
- Kotler, P., Armstrong, G., Harris, L. C. & Piercy, N. (2019). Fundamentals of Marketing (Pearson Studium - Economic BWL) (7th, updated ed.).
Supplementary literature
- References to relevant journal articles and useful websites will be given during the course
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| Changing subject? |
No |
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