International Business Studies FT
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level of course unit

first cycle, Bachelor

Learning outcomes of course unit

Students will:
know and understand the fundamental concepts of marketing;
be able to apply their knowledge to real situations.

prerequisites and co-requisites

not specified

course contents

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


course-hours-per-week (chw)


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

1st year

recommended optional program components

not specified

course unit code


type of course unit


mode of delivery

In-class course

work placement(s)

not applicable