Industrial Engineering & Management FT
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Marketing and Sales (E)

level of course unit

First cycle, Bachelor

Learning outcomes of course unit

The students are able to:
• Identify market-oriented management.
• Develop marketing concepts or a marketing plan based on an identified problem.
• Apply instruments of the marketing mix.
• Present basic market research methods.

prerequisites and co-requisites

not applicable

course contents

• Importance and tasks of marketing in the 21st century
• Fundamentals of capital goods, consumer goods and services marketing
• Marketing plan
• Market research
• Market segmentation/positioning
• Strategic marketing
• Marketing mix

recommended or required reading

• Kotler, Armstrong, Wong, Saunders (2010): Grundlagen des Marketing (Fundamentals of Marketing), 5th edition, Pearson Education
• Kotler, Keller, Bliemel (2007): Marketing-Management, Strategien für wertschaf-fendes Handeln, 12th edition, Pearson Education
• Homburg (2012): Marketingmanagement: Strategie-Instrumente-Umsetzung- Unternehmensführung, 4th Edition, Springer Gabler Publisher Wiesbaden
• Meffert, Burmann, Kirchgeorg: Marketing, Grundlagen marktorientierter Unternehmensführung. Konzepte – Instrumente - Praxisbeispiele, 11th Edition, Springer Gabler Publisher Wiesbaden
• Sander (2011): Marketing-Management: Märkte, Marktinformationen und Markt-bearbeitung, 2nd edition, UTB Stuttgart

assessment methods and criteria

final presentation and final written exam

language of instruction

English

number of ECTS credits allocated

2

course-hours-per-week (chw)

1.5

planned learning activities and teaching methods

Integrated course

semester/trimester when the course unit is delivered

4

name of lecturer(s)

Director of Studies

year of study

Second year of studies

recommended optional program components

not applicable

course unit code

vzMGM2

type of course unit

integrated lecture

mode of delivery

In-class course

work placement(s)

not applicable