Energy Business FT
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Marketing

level of course unit

Beginners

Learning outcomes of course unit

Graduates can recognize market-oriented company management and identify solution approaches and problem areas of marketing management for commodities, electricity products and energy services.
They can apply marketing-mix instruments and identify fundamental methods of market research. They know basic sales concepts.

prerequisites and co-requisites

None

course contents

Students learn about the importance of marketing and its tasks against the background of the liberalization of the energy business in the 21st century.
This includes the methods of strategic marketing, market research in regard to consumer behavior and the marketing mix.
Reflecting on marketing differences in regard to investment goods, consumable goods, commodities, electricity products and services merits special attention. Electricity identifiers, contracting and smart metering are examples of current marketing topics.

recommended or required reading

Köhler-Schute C.: Wettbewerbsorientierter Vertrieb in der Energiewirtschaft: Kundenverlustprävention, neue Geschäftsfelder und Produkte, optimierte Geschäftsprozesse, KS-Energy-Verlag, 2. Auflage, 2011
Ströbele, W., Pfaffenberger W., Heuterkes M.: Energiewirtschaft: Einführung in Theorie und Politik, 1. Auflage, Oldenbourg Wissenschaftsverlag, 2012

assessment methods and criteria

Presentation

language of instruction

English

number of ECTS credits allocated

3

planned learning activities and teaching methods

Integrative course

semester/trimester when the course unit is delivered

4

name of lecturer(s)

N.N.

year of study

2

recommended optional program components

Not specified

course unit code

V.KMM.04

type of course unit

Compulsory lecture

mode of delivery

Integrative course

work placement(s)

Not applicable