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| Detailed information |
| Original study plan |
Bachelor's programme Business Administration 2025W |
| Learning Outcomes |
Competences |
| Learning Outcomes
Students are able to apply marketing decisions to specific issues in the areas of marketing communication and distribution (sales, direct marketing and digital marketing).
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| Skills |
Knowledge |
Learning Outcomes
- LO2: Students know the difference between traditional advertising and public relations.
- LO3: Students understand how direct marketing and digital marketing work.
- LO4: Students understand the relevance of personal selling and sales promotion.
- LO5: Students can apply knowledge of integrated marketing communications.
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Learning Outcomes
- LO1: Students know the factors that influence consumer purchasing behavior.
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| Criteria for evaluation |
As part of the intensive course, an exam must be completed and a seminar paper must be written. The exam must be graded at least 51% and the seminar paper at least 49% of the points in order to receive a positive grade.
Feedback culture:
The feedback includes, at the request of the student, feedback on the seminar paper as well as individual feedback when viewing the paper after the exam (voluntary).
Synchronization of learning outcomes and assessments:
- LO1: Written exam, seminar paper
- LO2: Written exam, seminar paper
- LO3: Written exam, seminar paper
- LO4: Written exam, seminar paper
- LO5: Written exam, seminar paper
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| Methods |
To achieve the teaching and learning objectives, theoretical inputs, self-study, exercises in small groups and phases of critical reflection and discussion are used.
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| Language |
German |
| Study material |
Basic literature:
- Kotler, P., Armstrong, G, Harries, L., Piercy, N. 2019. Fundamentals of Marketing (7th ed.). Pearson.
- Chapter 5: Consumer buying behavior (241-295, 55 pages)
- Chapter 14: Integrated marketing communications (648-690, 43 pages)
- Chapter 15: Advertising and public relations (694-737, 44 pages)
- Chapter 16: Personal selling and sales promotion (740-782, 43 pages)
- Chapter 17: Direct marketing and digital marketing (786-822, 37 pages)
- Chapter 20: Marketing and society: social responsibility and ethics in marketing 911-951, 41 pages)
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| Changing subject? |
No |
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