[ 572KK1BMARK15 ] KS Marketing - An Introduction

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Workload Education level Study areas Responsible person Hours per week Coordinating university
2 ECTS B1 - Bachelor's programme 1. year Business Administration Gerhard W├╝hrer 1 hpw Johannes Kepler University Linz
Detailed information
Pre-requisites (*)keine
Original study plan Bachelor's programme Business and Economics 2015W
Objectives The course explores base knowledge marketing concepts as a modern business concept. After successful completion of the course, students should be in a position to understand essential developments and concepts of marketing. Students can build on this base knowledge and will be in a position to comprehend correlations in marketing-management concepts, understand (behavioral) led principles, and apply forward thinking solutions in real-world marketing situations. This follows under certain behavioral assumptions and non-influenceable factors to be explored in detail by marketers.
Subject Development and concept of marketing, development of marketing concepts, characteristics of modern marketing and marketing management, institutional features of marketing managements, agendas and procedures of market research, STP marketing, market segmentation, selecting target groups, strategic handling of the markets, planning market strategies aimed at buyers and competition, objectives and decisions in product, decision and pricing policies, goal and decisions made regarding communication and distribution policies, special features of e-Marketing.
Criteria for evaluation Examination and re-sit examination
Methods Lecture
Language German
Study material Reader, PP slides, Meffert, H., Marketing, most recent edition; Kotler/Bliemel, Marketing-Management, most recent edition
Changing subject? No
Earlier variants They also cover the requirements of the curriculum (from - to)
1BMARKK: KS Marketing - An Introduction (2009W-2015S)
On-site course
Maximum number of participants 100
Assignment procedure Assignment according to priority