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Marketing and Sales (E)
level of course unit
First cycle, BachelorLearning outcomes of course unit
The students are able to:
• Identify market-oriented management.
• Develop marketing concepts or a marketing plan based on an identified problem.
• Apply instruments of the marketing mix.
• Present basic market research methods.
• Identify market-oriented management.
• Develop marketing concepts or a marketing plan based on an identified problem.
• Apply instruments of the marketing mix.
• Present basic market research methods.
prerequisites and co-requisites
not applicable
course contents
• Importance and tasks of marketing in the 21st century
• Fundamentals of capital goods, consumer goods and services marketing
• Marketing plan
• Market research
• Market segmentation/positioning
• Strategic marketing
• Marketing mix
• Fundamentals of capital goods, consumer goods and services marketing
• Marketing plan
• Market research
• Market segmentation/positioning
• Strategic marketing
• Marketing mix
recommended or required reading
• Kotler, Armstrong, Wong, Saunders (2010): Grundlagen des Marketing (Fundamentals of Marketing), 5th edition, Pearson Education
• Kotler, Keller, Bliemel (2007): Marketing-Management, Strategien für wertschaf-fendes Handeln, 12th edition, Pearson Education
• Homburg (2012): Marketingmanagement: Strategie-Instrumente-Umsetzung- Unternehmensführung, 4th Edition, Springer Gabler Publisher Wiesbaden
• Meffert, Burmann, Kirchgeorg: Marketing, Grundlagen marktorientierter Unternehmensführung. Konzepte – Instrumente - Praxisbeispiele, 11th Edition, Springer Gabler Publisher Wiesbaden
• Sander (2011): Marketing-Management: Märkte, Marktinformationen und Markt-bearbeitung, 2nd edition, UTB Stuttgart
• Kotler, Keller, Bliemel (2007): Marketing-Management, Strategien für wertschaf-fendes Handeln, 12th edition, Pearson Education
• Homburg (2012): Marketingmanagement: Strategie-Instrumente-Umsetzung- Unternehmensführung, 4th Edition, Springer Gabler Publisher Wiesbaden
• Meffert, Burmann, Kirchgeorg: Marketing, Grundlagen marktorientierter Unternehmensführung. Konzepte – Instrumente - Praxisbeispiele, 11th Edition, Springer Gabler Publisher Wiesbaden
• Sander (2011): Marketing-Management: Märkte, Marktinformationen und Markt-bearbeitung, 2nd edition, UTB Stuttgart
assessment methods and criteria
final presentation and final written exam
language of instruction
Englishnumber of ECTS credits allocated
2eLearning quota in percent
10course-hours-per-week (chw)
1.5planned learning activities and teaching methods
Integrated course
