Marketing
level of course unit
first cycle, Bachelor
Learning outcomes of course unit
The students are able to:
• To identify market-oriented management.
• To identify solutions and problems of marketing management for consumer goods and services also on an international basis and with special consideration of the application.
• To apply instruments of the marketing mix.
The students are able to:
• To apply the theoretically acquired knowledge in a case study (in a small group) and to present the results professionally.
prerequisites and co-requisites
not applicable
course contents
The teaching of marketing fundamentals (definition and application of marketing, dynamics of the marketing environment, consumer behavior, marketing strategies, marketing mix, market and advertising psychology, new media) through theory and case studies. Special features of marketing for sports and cultural institutions.
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
portfolio
language of instruction
German
number of ECTS credits allocated
4
eLearning quota in percent
0
course-hours-per-week (chw)
2
planned learning activities and teaching methods
integrated course, case studies, discussion, group work, presentations
semester/trimester when the course unit is delivered
2
name of lecturer(s)
Team SCEM
year of study
first year of studies
recommended optional program components
not applicable
course unit code
bb.MAK.1
type of course unit
integrated lecture
mode of delivery
Compulsory
work placement(s)
not applicable