Marketing Management
Course title:
Marketing Management
Marketing Management
Semester:
1
1
Learning outcomes of course unit:
Students who complete this course will have a basic knowledge of market-oriented business administration and will learn the essential problems and solutions of marketing management, in particular marketing mix instruments.
Students who complete this course will have a basic knowledge of market-oriented business administration and will learn the essential problems and solutions of marketing management, in particular marketing mix instruments.
Course contents:
Teaching of marketing fundamentals (definition and areas of application, dynamics of the marketing environment, market and industry mechanisms, consumer behaviour, target group identification, market segmentation, strategic marketing, marketing mix and the fundamentals of e-Marketing methods) using theory and case studies. Current trends and historical, current development of the marketing sciences. Today, marketing as market-oriented business administration means knowledge of markets and their mechanisms, customer loyalty instruments, quality measurements and value-added services. During the "Marketing" course, the mechanisms of convergence formation in markets and modern marketing methods, such as potential orientation and cybernetic, as well as game theory views of marketing instruments, will be addressed.
Teaching of marketing fundamentals (definition and areas of application, dynamics of the marketing environment, market and industry mechanisms, consumer behaviour, target group identification, market segmentation, strategic marketing, marketing mix and the fundamentals of e-Marketing methods) using theory and case studies. Current trends and historical, current development of the marketing sciences. Today, marketing as market-oriented business administration means knowledge of markets and their mechanisms, customer loyalty instruments, quality measurements and value-added services. During the "Marketing" course, the mechanisms of convergence formation in markets and modern marketing methods, such as potential orientation and cybernetic, as well as game theory views of marketing instruments, will be addressed.
Recommended or required reading:
Fachzeitschriften:Zeitschrift für Planung und Unternehmenssteuerung; Zeitschrift für Bücher: Bruhn, M.: Marketing: Grundlagen für Studium und Praxis, 6. Auflage, Wiesbaden, 2002.
Kotler, P.: Grundlagen des Marketing, 2. Auflage, München, 2001.
Malhotra, N.K. u. D.F. Birks: Marketing Research: An Applied Approach. New Jersey, 1999.
Personalpsychologie; Information Systems and e-Business Management; International Entrepreneurship and Management Journal; Zeischrift für Personalforschung; Betriebswirtschaftliche Forschung und Praxis; Review of Managerial Science; Betreibswirtschaftliche Forschung und Praxis; Accounting and Business Research; Academy of Management Perspectives; Accounting Review; American Psychologist; Behavioral Research in Accounting; Decision Support Systems; Entrepreneuship, Theory and Practice; Financial Management; Harvard Business Review; Human Resource Management; International Business Review; Journal of Business; Journal of International Marketing; Journal of Management; Journal of Marketing; Strategic Management Journal; Zeitschrift für Betriebswirtschaft; Zeitschrift für betriebwirtschaftliche Forschung
Fachzeitschriften:Zeitschrift für Planung und Unternehmenssteuerung; Zeitschrift für Bücher: Bruhn, M.: Marketing: Grundlagen für Studium und Praxis, 6. Auflage, Wiesbaden, 2002.
Kotler, P.: Grundlagen des Marketing, 2. Auflage, München, 2001.
Malhotra, N.K. u. D.F. Birks: Marketing Research: An Applied Approach. New Jersey, 1999.
Personalpsychologie; Information Systems and e-Business Management; International Entrepreneurship and Management Journal; Zeischrift für Personalforschung; Betriebswirtschaftliche Forschung und Praxis; Review of Managerial Science; Betreibswirtschaftliche Forschung und Praxis; Accounting and Business Research; Academy of Management Perspectives; Accounting Review; American Psychologist; Behavioral Research in Accounting; Decision Support Systems; Entrepreneuship, Theory and Practice; Financial Management; Harvard Business Review; Human Resource Management; International Business Review; Journal of Business; Journal of International Marketing; Journal of Management; Journal of Marketing; Strategic Management Journal; Zeitschrift für Betriebswirtschaft; Zeitschrift für betriebwirtschaftliche Forschung
Planned learning activities and teaching methods:
Lecture, group work, presentation and task discussion
Lecture, group work, presentation and task discussion
Assessment methods and criteria:
Final examination
Final examination
ECTS:
5.00
5.00
Course-hours-per-week (chw):
3.00
3.00
Course unit code:
V.MU1.1
V.MU1.1
Type of course unit:
Integrated course
Integrated course
Mode of delivery:
In-class course
In-class course
