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Marketing
level of course unit
first cycle, BachelorLearning 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.
• 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.
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
Germannumber of ECTS credits allocated
4eLearning quota in percent
0course-hours-per-week (chw)
2planned learning activities and teaching methods
integrated course, case studies, discussion, group work, presentations
