Marketing
course unit title:
Marketing
Marketing
course unit code:
bb.MAM01
bb.MAM01
type of course unit:
compulsory (integrated lecture)
compulsory (integrated lecture)
level of course unit:
first cycle, Bachelor
first cycle, Bachelor
year of study:
1.year of studies
1.year of studies
semester/trimester when the course unit is delivered:
1
1
number of ECTS credits allocated:
4.00
4.00
name of lecturer(s):
Mag. Dr. Eisinger
Mag. Dr. Eisinger
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. In addition, students will be able to explain and apply the most important market research methods (e.g. surveys).
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. In addition, students will be able to explain and apply the most important market research methods (e.g. surveys).
mode of delivery:
In-class course
In-class course
prerequisites and co-requisites:
not applicable
not applicable
recommended optional programme components:
not applicable
not applicable
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:
Backhaus, K. & Schneider, H. (2007): Strategisches Marketing, Stuttgart, Schäffer-Poeschel Verlag
Becker, J. (2001): Marketing-Konzeption: Grundlagen des strategischen Marketing-Managements, 7. Aufl., München, Vahlen
Bergmann, G. & Meurer, G. (2003): Best Patterns Marketing, 2. Aufl., München, Luchterhand Verlag
Bruhn, M. (2008): Marketing: Grundlagen für Studium und Praxis, 9. Aufl., Wiesbaden, Gabler
Burmann, C., Meffert, H. & Kirchgeorg, M. (2007): Marketing, Meffert Marketing Edition, Wiesbaden, Gabler
Kotler, P. & Pfoertsch, W. (2006): B2B Brand Management, Berlin, Springer
Kotler, P., Amstrong, G., Saunders, J. & Wong, V. (2007): Grundlagen des Marketing, München, Pearson Studium
Kotler, P., Keller & Bliemel, F. (2007): Marketing-Management, 12. Aufl., München, Pearson Studium
Backhaus, K. & Schneider, H. (2007): Strategisches Marketing, Stuttgart, Schäffer-Poeschel Verlag
Becker, J. (2001): Marketing-Konzeption: Grundlagen des strategischen Marketing-Managements, 7. Aufl., München, Vahlen
Bergmann, G. & Meurer, G. (2003): Best Patterns Marketing, 2. Aufl., München, Luchterhand Verlag
Bruhn, M. (2008): Marketing: Grundlagen für Studium und Praxis, 9. Aufl., Wiesbaden, Gabler
Burmann, C., Meffert, H. & Kirchgeorg, M. (2007): Marketing, Meffert Marketing Edition, Wiesbaden, Gabler
Kotler, P. & Pfoertsch, W. (2006): B2B Brand Management, Berlin, Springer
Kotler, P., Amstrong, G., Saunders, J. & Wong, V. (2007): Grundlagen des Marketing, München, Pearson Studium
Kotler, P., Keller & Bliemel, F. (2007): Marketing-Management, 12. Aufl., München, Pearson Studium
planned learning activities and teaching methods:
Integrated course, case studies, discussion, group work
Integrated course, case studies, discussion, group work
assessment methods and criteria:
- Written answers to questions (written examination)
- Written answers to questions (written examination)
language of instruction:
German
German
work placement(s):
not applicable
not applicable
course-hours-per-week (chw):
2.00
2.00
