Fundamentals of Marketing
Course title:
Fundamentals of Marketing
Fundamentals of Marketing
Semester:
1
1
Level:
Level 1: Introduction
Level 1: Introduction
Learning outcomes of course unit:
Students will have the basic ability to think in a market-oriented manner. In addition to all the basic concepts of marketing and market research, they will also learn the strategic dimension of market development. They will have a basic understanding of the strategies and growth potentials for companies and will learn strategies for effective positioning in markets and for the successful implementation of market positioning in a local and global market environment. In addition, students will master the strategic and operative planning process in detail and will be able to define strategic marketing innovation fields. Students will also have a basic understanding of graphics and design.
Students will have the basic ability to think in a market-oriented manner. In addition to all the basic concepts of marketing and market research, they will also learn the strategic dimension of market development. They will have a basic understanding of the strategies and growth potentials for companies and will learn strategies for effective positioning in markets and for the successful implementation of market positioning in a local and global market environment. In addition, students will master the strategic and operative planning process in detail and will be able to define strategic marketing innovation fields. Students will also have a basic understanding of graphics and design.
Prerequisites:
none
none
Course contents:
The fundamentals of marketing: definition of marketing, developmental history, the role of marketing in the economy and integration into business. The key concepts of marketing (e.g. needs, desires, demand, products, brands, markets), segmentation and positioning. The fundamentals of marketing planning, marketing mix and basic duties of marketing managers. Standard analyses and marketing methods (portfolio analysis, customer lifetime value analyses, analyses of strategic business segments, ABS customer analysis)
The fundamentals of marketing: definition of marketing, developmental history, the role of marketing in the economy and integration into business. The key concepts of marketing (e.g. needs, desires, demand, products, brands, markets), segmentation and positioning. The fundamentals of marketing planning, marketing mix and basic duties of marketing managers. Standard analyses and marketing methods (portfolio analysis, customer lifetime value analyses, analyses of strategic business segments, ABS customer analysis)
Recommended or required reading:
Burmann, C. / Meffert, H. / Kirchgeorg, M.: Marketing (Meffert Marketing Edition), 2007
Kotler / Amstrong / Saunders / Wong: Grundlagen des Marketing, 2007
Ramme, I.: Marketing, 2. Auflage, 2004
Bruhn, M.: Marketing: Grundlagen für Studium und Praxis, 9. Auflage, 2008
Meffert, H. / Bruhn, H.: Dienstleistungsmarketing, 4. Auflage, 2009
Kotler / Keller / Bliemel: Marketing-Management, 12. Auflage, 2007
Bergmann / Meurer: Best Patterns Marketing, 2. Auflage, 2003
Aake, D.: Brand Portfolio Strategy, Free Press, 2004
Backhaus, K. / Schneider, H.: Strategisches Marketing, 2007
Becker, J.: Marketing-Konzeption: Grundlagen des strategischen Marketing-Managements, 7 Auflage, 2001
Homburg, C. / Krohmer, H.: Marketingmanagement: Strategie - Instrumente - Umsetzung - Unternehmensführung, 2003
Mattmüller, R.: Integrativ-Prozessuales Marketing - Eine Einführung, 3. Auflage, 2006
Kuß, A. / Tomczak,T. /Reinecke, S.: Marketingplanung, 5. Auflage, 2007
Strauß, R.: Marketingplanung mit Plan, Auflage, 2008
Kuß, A.: Marktforschung. Grundlagen der Datenerhebung und Datenanalyse, 2007
Bush, R.F. / Burns, A.C.: Marketing Research, 2006
Kamenz, U.: Marktforschung, 2. Auflage, 2001
Berekoven, L. / Eckert, W./Ellenrieder, P.: Marktforschung, 11. Auflage, 2006
Ambrose, G. u.a.: Branding, 2002
Kotler, P. / Pfoertsch, W.: B2B Brand Management, 2006
Pfannenberg, J. / Zerfass, A.: Wertschöpfung durch Kommunikation, 2005
Schmidt, K.: Inclusive Branding, 2003
Newark, Q.: Was ist Grafikdesign, 2006
Burmann, C. / Meffert, H. / Kirchgeorg, M.: Marketing (Meffert Marketing Edition), 2007
Kotler / Amstrong / Saunders / Wong: Grundlagen des Marketing, 2007
Ramme, I.: Marketing, 2. Auflage, 2004
Bruhn, M.: Marketing: Grundlagen für Studium und Praxis, 9. Auflage, 2008
Meffert, H. / Bruhn, H.: Dienstleistungsmarketing, 4. Auflage, 2009
Kotler / Keller / Bliemel: Marketing-Management, 12. Auflage, 2007
Bergmann / Meurer: Best Patterns Marketing, 2. Auflage, 2003
Aake, D.: Brand Portfolio Strategy, Free Press, 2004
Backhaus, K. / Schneider, H.: Strategisches Marketing, 2007
Becker, J.: Marketing-Konzeption: Grundlagen des strategischen Marketing-Managements, 7 Auflage, 2001
Homburg, C. / Krohmer, H.: Marketingmanagement: Strategie - Instrumente - Umsetzung - Unternehmensführung, 2003
Mattmüller, R.: Integrativ-Prozessuales Marketing - Eine Einführung, 3. Auflage, 2006
Kuß, A. / Tomczak,T. /Reinecke, S.: Marketingplanung, 5. Auflage, 2007
Strauß, R.: Marketingplanung mit Plan, Auflage, 2008
Kuß, A.: Marktforschung. Grundlagen der Datenerhebung und Datenanalyse, 2007
Bush, R.F. / Burns, A.C.: Marketing Research, 2006
Kamenz, U.: Marktforschung, 2. Auflage, 2001
Berekoven, L. / Eckert, W./Ellenrieder, P.: Marktforschung, 11. Auflage, 2006
Ambrose, G. u.a.: Branding, 2002
Kotler, P. / Pfoertsch, W.: B2B Brand Management, 2006
Pfannenberg, J. / Zerfass, A.: Wertschöpfung durch Kommunikation, 2005
Schmidt, K.: Inclusive Branding, 2003
Newark, Q.: Was ist Grafikdesign, 2006
Planned learning activities and teaching methods:
Integrated course, case studies, discussion, group work
Integrated course, case studies, discussion, group work
Assessment methods and criteria:
in-course assessment
in-course assessment
Course language:
German
German
ECTS:
4.00
4.00
Course-hours-per-week (chw):
2.00
2.00
Course unit code:
MAR_G1
MAR_G1
Type of course unit:
Integrated course
Integrated course
Mode of delivery:
integrated course
integrated course
