Business Management FT
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Marketing (E)

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

Students are familiar with the fundamental strategies and processes of market-oriented business management.

• are familiar with the problems and solution approaches of marketing management.
• master handling tools of the marketing mix.
• are familiar with essential features of consumer behavior and question marketing approaches also from an ethical point of view.

prerequisites and co-requisites

not applicable

course contents

Acquisition of marketing fundamentals considering the following aspects:
• Definition of marketing and its scope of application
• Meaning and tasks of marketing in the 21st century
• Social responsibility and ethics in marketing
• Strategic marketing / market segmentation
• Analysis of buyer behavior in consumer goods markets
• Marketing mix (4 Ps)
• International marketing
• Market-oriented business culture and management
• Future perspectives of marketing

recommended or required reading

Kotler, P.; Armstrong, P. (2013): Principles of Marketing, 15th ed., Global edition, Essex: Pearson Education.
Kotler, P.; Keller, K. L. (2011): Marketing-Management, 14th ed., Global edition, Essex: Pearson Education.
Baines, P.; Fill, C. (2014): Marketing, 3rd ed., New York: Oxford University Press.
Homburg, C. (2012): Marketingmanagement, Strategie-Instrumente-Umsetzung-Unternehmensführung, 4. Aufl., Wiesbaden: SpringerGabler.
Meffert, H.; Burmann, C.; Kirchgeorg, M. (2012): Marketing, Grundlagen marktorientierter Unternehmensführung, 11. Aufl., Wiesbaden: Gabler.

assessment methods and criteria

written examination and/or presentation

language of instruction


number of ECTS credits allocated


planned learning activities and teaching methods

Lecture, group work, presentation and task discussion

semester/trimester when the course unit is delivered


name of lecturer(s)

Dr. Maria Kreuzer

year of study

1.year of studies

recommended optional program components

not applicable

course unit code


type of course unit


mode of delivery

In-class course

work placement(s)

not applicable