Marketing & Communication Management FT
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Marketing I: Fundamentals & Marketing Planning

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

The marketing fundamentals lecture concentrates on preparing students for the successive modules in the degree program. Students will acquire in-depth knowledge of the entire spectrum of marketing tools and will learn how to apply them in marketing practice.
On the one hand, marketing theories are taught (professional competencies), and, on the other hand, by incorporating strategic marketing via the conceptual/strategic approach, a fundamental understanding of entrepreneurial thinking is created (meta-competencies).

prerequisites and co-requisites

not applicable

course contents

This introductory course will familiarize students with the basic terms, definitions and types of marketing. Building upon the development history of marketing and the associated definition attempts, the course will mainly reflect on the role of marketing in business and its integration within the company. In order to create a foundation for subsequent modules, the key concepts of marketing (e.g., needs, desires, demands, brands, etc.) are examined. Additionally, segmentation and positioning are covered to provide students with a complete picture. To provide an ideal basis, the marketing mix is introduced as a key tool with in-depth discussion of the four Ps and four Cs. After developing the fundamental knowledge, the course takes a closer look at the individual areas of marketing planning. To this end, various methodologies, such as portfolio or ABC customer analysis, are discussed. To provide a well-rounded concept, this course also integrates strategic marketing aspects such as strategies for successful positioning, growth potential or market positioning.

recommended or required reading

Bruhn, M. (2008): Marketing: Grundlagen für Studium und Praxis. Gabler Verlag
Kotler, P. / Amstrong, G. / Saunders, J. (2007): Grundlagen des Marketing. Pearson Studium
Kotler, P. / Keller, K. / Bliemel, F. (2007): Marketing-Management. Pearson Studium
Meffert, H. / Bruhn, H. (2009): Dienstleistungsmarketing. Gabler Verlag
Schwaiger, G./ Schrattenecker, G. (2009): Werbung, Eine Einführung; 7. Auflage

assessment methods and criteria

- project-related paper, concept of a marketing project

language of instruction


number of ECTS credits allocated


planned learning activities and teaching methods

practice, case studies, discussion, group work

semester/trimester when the course unit is delivered


name of lecturer(s)

Prof. (FH) Dr. Alexandra Brunner-Sperdin

year of study

1.year of studies

recommended optional program components

not applicable

course unit code


type of course unit

compulsory (practice)

mode of delivery

In-class course

work placement(s)

not applicable