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| Detailed information |
| Pre-requisites |
(*)KS Strategisches Marketing-Management
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| Original study plan |
Bachelor's programme Business and Economics 2015W |
| 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.
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| 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.
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| Criteria for evaluation |
Written exam (40%), written group project and presentation (50%), active participation in class (10%)
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| Methods |
Case studies, group work
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| Language |
German |
| Study material |
Homburg, C.; Krohmer, H.: Marketingmanagement: Strategie – Instrumente – Umsetzung – Unternehmensführung. Gabler Verlag, Wiesbaden, current edition.
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| Changing subject? |
No |
| Earlier variants |
They also cover the requirements of the curriculum (from - to)
2MARKMI: IK Strategic and Operational Marketingmanagement (2007S-2015S)
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