Menu

Applied Marketing Planning

Niveau

first cycle, Bachelor

Learning outcomes of the courses/module

The students are familiar with various marketing concepts and can apply appropriate academic instruments in real-life situations. They are able to analyze their own decisions, the prerequisites and their effects and to implement them in planned actions in a target-oriented manner. They can differentiate, evaluate and implement the necessary concepts. They are able to independently create target group-oriented marketing plans. The students are able to critically analyze case studies in a team and find a common solution. They are also able to present complex issues clearly and comprehensibly to the audience and inspire them with their suggestions.

Prerequisites for the course

not applicable

Course content

Strategic implications and strategic marketing statements, communication of current marketing trends, target group-oriented design of marketing instruments, modern marketing concepts for product and service marketing, networked marketing and project structures and marketing and project processes.

Recommended specialist literature

Kotler, P., Armstrong, G. (2016): Grundlagen des Marketing, 6. Auflage, Pearson Verlag. Kotler, P., Keller, K. (2017): Marketing-Management, 15. Auflage, Pearson Verlag. Homburg, C. (2016): Grundlagen des Marketingmanagements, 5. Auflage, Springer Gabler Verlag. Meffert, H., Burmann, C. (2018): Marketing. Grundlagen marktorientierter Unternehmensführung, 13. Auflage, Springer Gabler Verlag. Bruhn, M. (2016): Marketing. Grundlagen für Studium und Praxis, 13. Auflage, Springer Gabler Verlag.

Assessment methods and criteria

portfolio

Language

German

Number of ECTS credits awarded

2

Share of e-learning in %

0

Semester hours per week

1.0

Planned teaching and learning method

integrated course, case studies, discussion, group work, presentations

Semester/trimester in which the course/module is offered

4

Name of lecturer

Team SCEM

Academic year

2

Key figure of the course/module

vz.AMP.1

Type of course/module

practice

Type of course

Compulsory

Internship(s)

not applicable