Marketing

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The participants:
- are familiar with the 4Ps of marketing
- are familiar with key marketing terms
- are familiar with methods for measuring success
- are familiar with advertising tools
- are familiar with market research tools and methods
- are able to identify markets
- are able to identify marketing concepts and processes and take the first steps toward their development. This includes: the steps and tools of marketing planning, marketing management methods, and knowledge of current marketing channels and opportunities.

none

- Key concepts and standard marketing analyses (portfolio analysis, ABS customer analysis, customer lifetime value analysis, etc.)
- Product life cycle
- Portfolio analysis
- BGC matrix
- Strategies for successful market positioning
- Introduction to the marketing planning process: from mission statement to marketing audit (SWOT analysis, goal definition,
marketing mix decisions, organization, implementation,
and monitoring of measures)
- Introduction to classic and current communication channels

Kotler, P. (2011). Grundlagen des marketing (Vol. 1). Pearson Deutschland GmbH.
Meffert, H., Burmann, C., Kirchgeorg, M., & Eisenbeiß, M. (2018). Marketing: Grundlagen marktorientierter Unternehmensführung Konzepte–Instrumente–Praxisbeispiele. Springer-Verlag.
Homburg, C. (2016). Marketingmanagement: Strategie-Instrumente-Umsetzung-Unternehmensführung. Springer-Verlag.
Ebel, B. Automotive Management: Strategie und Marketing in der Automobilwirtschaft (German Edition).

Portfolioarbeit

German

6

ILV (Blended Learning)

1