Marketing
Niveau
first cycle, Bachelor
Learning outcomes of the courses/module
The students are able to:
• To identify market-oriented management.
• To identify solutions and problems of marketing management for consumer goods and services also on an international basis and with special consideration of the application.
• To apply instruments of the marketing mix.
The students are able to:
• To apply the theoretically acquired knowledge in a case study (in a small group) and to present the results professionally.
Prerequisites for the course
not applicable
Course content
The teaching of marketing fundamentals (definition and application of marketing, dynamics of the marketing environment, consumer behavior, marketing strategies, marketing mix, market and advertising psychology, new media) through theory and case studies. Special features of marketing for sports and cultural institutions.
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
4
Share of e-learning in %
20
Semester hours per week
2.0
Planned teaching and learning method
integrated course, case studies, discussion, group work, presentations
Semester/trimester in which the course/module is offered
2
Name of lecturer
Team SCEM
Academic year
first year of studies
Key figure of the course/module
vz.MAK.1
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
not applicable