level of course unit
first cycle, Bachelor
Learning outcomes of course unit
know and understand the fundamental concepts of marketing;
be able to apply their knowledge to real situations.
prerequisites and co-requisites
This course will use theory and case studies to teach the basics of marketing, such as definitions and areas of application, dynamics of the marketing environment, consumer behavior, principles of marketing research, marketing strategies, marketing mix, market and advertising psychology, and new media.
recommended or required reading
Bruhn, M.: Marketing: Grundlagen für Studium und Praxis. 11. Aufl., Wiesbaden, 2012.
Kotler, P.: Grundlagen des Marketing. 5. Aufl., München, 2011.
Schwedler, E.: Kompaktwissen Marketing. Wiesbaden, 2000.
assessment methods and criteria
Written exam and/or scientific paper and/or presentation
language of instruction
number of ECTS credits allocated
planned learning activities and teaching methods
Lecture, group work, presentation and task discussion
semester/trimester when the course unit is delivered
name of lecturer(s)
Prof. (FH) Dr. L. Uwe Heil
year of study
recommended optional program components
course unit code
type of course unit
mode of delivery