Facility & Real  Estate Management FT
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Marketing (E)

level of course unit

Introduction, fundamentals

Learning outcomes of course unit

Graduates are able to: - recognize market-oriented corporate management, -identify problems and solution approaches of marketing management for consumer goods, investment goods and services, including those at international level, while paying particular attention to their concrete application. - apply marketing mix tools, - present basic methods of market research.

prerequisites and co-requisites

None

course contents

- Importance and tasks of marketing in the 21st century - Strategic marketing - Market research - Marketing mix - Principles of consumer behavior - Basic knowledge of investment goods, consumer goods and service marketing - International marketing

recommended or required reading

- Kotler, Armstrong, Wong, Saunders: Grundlagen des Marketing (Principles of Marketing), 5. Auflage, Pearson Education, 2011 - Kotler, Keller, Bliemel: Marketing-Management, Strategien für wertschaffendes Handeln, 12. Auflage, Pearson Education, 2007 - Homburg: Marketingmanagement, Strategie-Instrumente-Umsetzung-Unternehmensführung, 4. Auflage, SpringerGabler, 2012 - Meffert, Burmann, Kirchgeorg: Marketing, Grundlagen marktorientierter Unternehmensführung, 11. Auflage, Gabler, 2012 - Sander: Marketing-Management, Märkte, Marktforschung und Marktbearbeitung, 2. Auflage, UTB, 2011

assessment methods and criteria

Presentation, tutorials, written examination

language of instruction

English

number of ECTS credits allocated

3

planned learning activities and teaching methods

Lecture, group work, presenation and discussion of tasks

semester/trimester when the course unit is delivered

2

name of lecturer(s)

Prof. (FH) Dipl.-Kfm. Heil L. Uwe

year of study

1. Year of studies

recommended optional program components

None

course unit code

BWL.3

type of course unit

Compulsory subject

mode of delivery

In class course (integrated lecture)

work placement(s)

Not applicable