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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