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Marketing and Communications
level of course unit
Introduction and consolidationLearning outcomes of course unit
The students are able to:
• explain conceptual basics and theoretical approaches of strategic marketing
• analyze marketing strategies
• name phases and solution approaches for the implementation of marketing strategies
• name options for the implementation and monitoring of marketing strategies
• define citizen participation procedures
• name options for mediation and conflict management
• explain conceptual basics and theoretical approaches of strategic marketing
• analyze marketing strategies
• name phases and solution approaches for the implementation of marketing strategies
• name options for the implementation and monitoring of marketing strategies
• define citizen participation procedures
• name options for mediation and conflict management
prerequisites and co-requisites
english version available soon
course contents
Strategic marketing
• conceptual foundations and theoretical approaches
• selected cases marketing strategies
• implementation and monitoring of marketing strategies
Citizen participation procedures
• actors and legal foundations
• methods for citizen participation
• selected cases citizen in citizen participation procedures
Business mediation and conflict management
• theories and concepts
• practical applications
• conceptual foundations and theoretical approaches
• selected cases marketing strategies
• implementation and monitoring of marketing strategies
Citizen participation procedures
• actors and legal foundations
• methods for citizen participation
• selected cases citizen in citizen participation procedures
Business mediation and conflict management
• theories and concepts
• practical applications
recommended or required reading
• Homburg, C., 2017, Marketing Management. Strategie – Instrumente - Umsetzung - Unternehmensführung, 6. Auflage, Wiesbaden, Springer Gabler
• Benighaus, C., Wachinger, G., Renn, O., 2016. Bürgerbeteiligung: Konzepte und Lösungsmöglichkeiten für die Praxis. Frankfurt am Main: Wolfgang Metzner Verlag
• Sommer, J. (Hrsg). Kursbuch Bürgerbeteiligung (Reihe). Osnabrück: Verlag der Deutschen Umweltstiftung
• Koschany-Rohbeck, M. 2018. Praxishandbuch Wirtschaftsmediation. Berlin: Springer Gabler
• Schweizer, A und S. Kracht. Konfliktlösung ohne Gericht -
Wirtschaftsmediation, Coaching, Nachhaltigkeit (Band 1-3). Berlin: BWV Wissenschaft-Verlag
• Benighaus, C., Wachinger, G., Renn, O., 2016. Bürgerbeteiligung: Konzepte und Lösungsmöglichkeiten für die Praxis. Frankfurt am Main: Wolfgang Metzner Verlag
• Sommer, J. (Hrsg). Kursbuch Bürgerbeteiligung (Reihe). Osnabrück: Verlag der Deutschen Umweltstiftung
• Koschany-Rohbeck, M. 2018. Praxishandbuch Wirtschaftsmediation. Berlin: Springer Gabler
• Schweizer, A und S. Kracht. Konfliktlösung ohne Gericht -
Wirtschaftsmediation, Coaching, Nachhaltigkeit (Band 1-3). Berlin: BWV Wissenschaft-Verlag
assessment methods and criteria
Portfolio
language of instruction
Englishnumber of ECTS credits allocated
5eLearning quota in percent
30course-hours-per-week (chw)
2.5planned learning activities and teaching methods
Blended Learning
