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
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
course unit code
type of course unit
mode of delivery