level of course unit
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
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
language of instruction
number of ECTS credits allocated
eLearning quota in percent
planned learning activities and teaching methods
Integrated course, group work, case studies, discussions, e-learning
semester/trimester when the course unit is delivered
name of lecturer(s)
English version will be available soon
recommended optional program components
course unit code
type of course unit
mode of delivery