Industrial Engineering & Management FT
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Marketing

level of course unit

First cycle, Bachelor

Learning outcomes of course unit

Students are able to:
 identify market-oriented business management.
 produce marketing concepts and/or a marketing plan by tackling an identified problem.
 apply tools of the marketing mix.
 present fundamental marketing research methods.

prerequisites and co-requisites

not applicable

course contents

 Significance and tasks of marketing in the 21st century
 Marketing fundamentals of investment goods, consumer goods and services
 Marketing plan
 Marketing research
 Market segmentation / positioning
 Strategic marketing
 Marketing mix

recommended or required reading

 Kotler, Armstrong, Wong, Saunders (2010): Grundlagen des Marketing (Principles of
Marketing), 5. Aufl., Pearson Education
 Kotler, Keller, Bliemel (2007): Marketing-Management, Strategien für wertschaf-fendes
Handeln, 12. Aufl., Pearson Education
 Homburg (2012): Marketingmanagement: Strategie-Instrumente-Umsetzung-
Unternehmensführung, 4. Aufl., Springer Gabler Verlag Wiesbaden
 Meffert, Burmann, Kirchgeorg: Marketing, Grundlagen marktorientierter Unter-
nehmensführung. Konzepte – Instrumente - Praxisbeispiele, 11. Aufl., Springer Gabler Verlag
Wiesbaden
 Sander (2011): Marketing-Management: Märkte, Marktinformationen und Markt-bearbeitung,
2. Aufl., UTB Stuttgart

assessment methods and criteria

Assigment, presentation and exam

language of instruction

English

number of ECTS credits allocated

3

planned learning activities and teaching methods

Integrated course

semester/trimester when the course unit is delivered

4

name of lecturer(s)

Director of Studies

year of study

Second year of studies

recommended optional program components

not applicable

course unit code

WM.1

type of course unit

Compulsory

mode of delivery

In-class course

work placement(s)

not applicable