level of course unit
first cycle, Bachelor
Learning outcomes of course unit
The students are familiar with various marketing concepts and can apply appropriate academic instruments in real-life situations. They are able to analyze their own decisions, the prerequisites and their effects and to implement them in planned actions in a target-oriented manner. They can differentiate, evaluate and implement the necessary concepts. They are able to independently create target group-oriented marketing plans.
The students are able to critically analyze case studies in a team and find a common solution. They are also able to present complex issues clearly and comprehensibly to the audience and inspire them with their suggestions.
prerequisites and co-requisites
Strategic implications and strategic marketing statements, communication of current marketing trends, target group-oriented design of marketing instruments, modern marketing concepts for product and service marketing, networked marketing and project structures and marketing and project processes.
recommended or required reading
Kotler, P., Armstrong, G. (2016): Grundlagen des Marketing, 6. Auflage, Pearson Verlag.
Kotler, P., Keller, K. (2017): Marketing-Management, 15. Auflage, Pearson Verlag.
Homburg, C. (2016): Grundlagen des Marketingmanagements, 5. Auflage, Springer Gabler Verlag.
Meffert, H., Burmann, C. (2018): Marketing. Grundlagen marktorientierter Unternehmensführung, 13. Auflage, Springer Gabler Verlag.
Bruhn, M. (2016): Marketing. Grundlagen für Studium und Praxis, 13. Auflage, Springer Gabler Verlag.
assessment methods and criteria
language of instruction
number of ECTS credits allocated
planned learning activities and teaching methods
integrated course, case studies, discussion, group work, presentations
semester/trimester when the course unit is delivered
name of lecturer(s)
Mag. Annemarie Kapferer, MSc
year of study
second year of studies
recommended optional program components
course unit code
type of course unit
mode of delivery