Business Management FT
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Marketing (E)

level of course unit

Bachelor

Learning outcomes of course unit

The students
• Know the problems and solutions of marketing management.
• Have mastered the instruments of the marketing mix.
• Know the basic features of consumer behavior and question marketing approaches from an ethical point of view.
• Understand the influence of digital marketing on corporate strategy.

prerequisites and co-requisites

nonwe

course contents

Teaching the fundamentals of marketing under the following aspects:
• Definition and application areas of marketing
• Importance and tasks of marketing in the 21st century
• Social responsibility and ethics in marketing
• Strategic marketing / market segmentation
• Analysis of buyer behavior in consumer goods markets
• Marketing mix (4P)
• International marketing
• Market orientation in corporate culture and leadership
• Future prospects of marketing

recommended or required reading

Bruhn, M. (2019). Marketing: Grundlagen für Studium und Praxis. Wiesbaden: Springer Verlag.
Kotler, P., Keller, K. L., & Opresnik M. O. (2017). Marketing-Management: Konzepte – Instrumente – Unternehmensfallstudien. Hallbergmoos: Pearson.
Kotler, P., Armstrong, G., Harris, L. C., & Piercy, N. (2016). Grundlagen des Marketing. Hallbergmoos: Pearson.
Meffert, H., Burmann, C., Kirchgeorg, M., & Eisenbeiß, M. (2019). Marketing: Grundlagen marktorientierter Unternehmensführung, Konzepte – Instrumente - Praxisbeispiele. Wiesbaden: Springer Verlag.
Winnen, L., Rühle, A., & Wrobel, A. (2019). Innovativer Einsatz digitaler Medien in Marketing. Wiesbaden: Springer Verlag.

assessment methods and criteria

• Final exam and
• Quiz

language of instruction

English

number of ECTS credits allocated

3

course-hours-per-week (chw)

2

planned learning activities and teaching methods

33 % of the event is covered by eLearning. A combination between online phases (inductive method for the independent acquisition of knowledge and the practice of tasks) and presence phases (deductive method, in which assistance is given in the learning process and knowledge is imparted via frontal lectures) is used.

semester/trimester when the course unit is delivered

1

name of lecturer(s)

Dr. Kristina Kampfer

course unit code

MKV 1

type of course unit

integrated lecture

mode of delivery

Compulsory

work placement(s)

not applicable