International

Marketing & Sales Management(E)

level of course unit

First Cycle

Learning outcomes of course unit

By the end of the course, students will be familiar with the meaning of sales and marketing in the value chain. They will be able to interpret the role of sales and marketing from a modern management perspective and become acquainted with relevant strategic and operative tasks. Beyond, students will be aware of the relevance of market research and other support functions for sales and marketing.

prerequisites and co-requisites

none

course contents

Sales and marketing as managerial challenges
Objectives in sales and marketing
Market and customer orientation
Marketing intelligence
Marketing activities
Product management
Price management
Distribution management
Communications management
Marketing implementation

recommended or required reading

Diller/Fürst/Ivens: Grundprinzipien des Marketing, 3. Aufl. 2011.
Diller, H. (Hrsg.): Vahlens Großes Marketing Lexikon, 2. Aufl. 2001
Armstrong/Adam/Denize/Kotler: Principles of marketing. Pearson Australia, 6th edition 2014.

assessment methods and criteria

Written exam and/or presentation

language of instruction

English

number of ECTS credits allocated

3

planned learning activities and teaching methods

Lecture, group work, case studies

semester/trimester when the course unit is delivered

2

name of lecturer(s)

Dr. Kristina Kampfer

year of study

1

recommended optional program components

None

course unit code

IP_SS

type of course unit

integrated lecture

mode of delivery

Optional

work placement(s)

None

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