International Business Studies PT
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Marketing & Customer Experience (E)

level of course unit

1. Study cycle, Bachelor

Learning outcomes of course unit

The students:
• know how important marketing is as a customer-oriented way of thinking and cor-porate philosophy.
• know and understand the basic concepts of marketing.
• are able to apply this knowledge to real issues.
• can name and interpret the elements of the marketing mix for products (4P) or services (7P).
• know about the relevance of the brand for the success of the company.
• can integrate brand-relevant aspects into the marketing mix of a company.

prerequisites and co-requisites

none

course contents

• Significance and basics of marketing
• Basic principles of market research
• Customer benefit, customer satisfaction, customer loyalty
• Marketing mix factors
• Product vs. service marketing
• Importance of brands in marketing

recommended or required reading

• Cavallone, Mauro: Marketing and Customer Loyalty. Springer (latest edition)
• Heding, Tilda et al.: Brand Management: Research, Theory and Practice. Routledge (latest edition)
• Kotler, Philip et al.: Marketing Management. Pearson (latest edition)
• 1-2 current articles from professional journals

assessment methods and criteria

Online tasks, exam

language of instruction

English

number of ECTS credits allocated

5

eLearning quota in percent

25

course-hours-per-week (chw)

3

planned learning activities and teaching methods

Blended Learning

semester/trimester when the course unit is delivered

2

name of lecturer(s)

Prof. (FH) Dr. Peter Dietrich

recommended optional program components

none

course unit code

05.BB.SPW.2.2

type of course unit

integrated lecture

mode of delivery

Compulsory

work placement(s)

none