Marketing & Communication Management PT
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Marketing Consolidation

level of course unit

Consolidation

Learning outcomes of course unit

The students have in-depth knowledge of marketing planning and organization and are able to conceive, design, implement and analyze academic or application-oriented marketing projects by deriving recommendations for action.

prerequisites and co-requisites

Modules MGL & MMT, LV Market Research

course contents

Based on the fundamentals of strategic marketing planning, the students gain knowledge for the efficient and effective handling of marketing problems. This is done by selecting a course of various specializations and includes, among other things, the organization, implementation and reflection of academic and application-oriented, comprehensive tasks in the field of marketing.

recommended or required reading

• Kotler, P., Keller, K.L., and Opresnik, M.O. (2017). Marketing-Management: Konzepte - Instrumente – Unternehmensfallstudien, Pearson Studium.
• Esch, F.-R. (2018). Strategie und Technik der Markenführung. München: Vahlen Verlag.

assessment methods and criteria

written exam

language of instruction

German

number of ECTS credits allocated

5

eLearning quota in percent

0

course-hours-per-week (chw)

2

planned learning activities and teaching methods

Integrated course, group work, case studies, discussions, e-learning

semester/trimester when the course unit is delivered

5

name of lecturer(s)

English version will be available soon

recommended optional program components

none

course unit code

MFO3

type of course unit

integrated lecture

mode of delivery

Optional

work placement(s)

none