Marketing & Communication Management FT
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Strategic Marketing & Marketing Planning

level of course unit


Learning outcomes of course unit

The course Strategic Marketing and Marketing Planning concentrates on preparing students for the advanced modules of their studies. The students are familiar with the entire range of marketing instruments and how they can be used in marketing practice. They understand which marketing theories underlie the marketing process and strategic instruments.
The students understand strategic marketing considerations and have a basic understanding of entrepreneurial thinking.

prerequisites and co-requisites


course contents

The lecture on the fundamentals of marketing concentrates on preparing students for the advanced modules in their studies: Students acquire in-depth knowledge of the entire range of strategic operative marketing instruments and know about their possible applications in marketing practice. In addition, on the one hand marketing theories are taught (technical authority), and, on the other hand by the inclusion of strategic marketing over the conceptional-strategic aspect a fundamental understanding for business thinking is also created.

recommended or required reading

•Kotler, P., Amstrong, G., Harris, L.C., and Piercy, N., J. (2019). Grundlagen des Marketing. 7. Auflage, Essex: Pearson Studium.
•Homburg, Ch. (2017). Marketing Management. Strategie – Instrumente - Umsetzung - Unternehmensführung, 6. Auflage, Wiesbaden: Springer Gabler.
•Wirtz, J., and Lovelock, Ch. (2016). Services Marketing: People, Technology, Strategy, 8th edition, Singapur: World Scientific Publication.
•Kotler, P., Keller, K.L., and Opresnik, M.O. (2017). Marketing-Management, Hallbergmoos: Pearson Deutschland GMBH.

assessment methods and criteria

written exam

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

Lecture, group work, case studies, discussions, e-learning

semester/trimester when the course unit is delivered


name of lecturer(s)

Director of Studies

course unit code


type of course unit


mode of delivery


work placement(s)

not applicable