Marketing & Customer Experience (E)

1. Study cycle, Bachelor

The students:
• know how important marketing is as a customer-oriented way of thinking and cor-porate philosophy.
• know and understand the basic concepts of marketing.
• are able to apply this knowledge to real issues.
• can name and interpret the elements of the marketing mix for products (4P) or services (7P).
• know about the relevance of the brand for the success of the company.
• can integrate brand-relevant aspects into the marketing mix of a company.

none

• Significance and basics of marketing
• Basic principles of market research
• Customer benefit, customer satisfaction, customer loyalty
• Marketing mix factors
• Product vs. service marketing
• Importance of brands in marketing

• Cavallone, Mauro: Marketing and Customer Loyalty. Springer (latest edition)
• Heding, Tilda et al.: Brand Management: Research, Theory and Practice. Routledge (latest edition)
• Kotler, Philip et al.: Marketing Management. Pearson (latest edition)
• 1-2 current articles from professional journals

Portfolio

English

5

Blended Learning

3