Sports, Culture & Event Management PT
Apply Icon

Applied Marketing Planning

level of course unit

first cycle, Bachelor

Learning outcomes of course unit

The students are familiar with various marketing concepts and can apply appropriate academic instruments in real-life situations. They are able to analyze their own decisions, the prerequisites and their effects and to implement them in planned actions in a target-oriented manner. They can differentiate, evaluate and implement the necessary concepts. They are able to independently create target group-oriented marketing plans.
The students are able to critically analyze case studies in a team and find a common solution. They are also able to present complex issues clearly and comprehensibly to the audience and inspire them with their suggestions.

prerequisites and co-requisites

not applicable

course contents

Strategic implications and strategic marketing statements, communication of current marketing trends, target group-oriented design of marketing instruments, modern marketing concepts for product and service marketing, networked marketing and project structures and marketing and project processes.

recommended or required reading

Kotler, P., Armstrong, G. (2016): Grundlagen des Marketing, 6. Auflage, Pearson Verlag.
Kotler, P., Keller, K. (2017): Marketing-Management, 15. Auflage, Pearson Verlag.
Homburg, C. (2016): Grundlagen des Marketingmanagements, 5. Auflage, Springer Gabler Verlag.
Meffert, H., Burmann, C. (2018): Marketing. Grundlagen marktorientierter Unternehmensführung, 13. Auflage, Springer Gabler Verlag.
Bruhn, M. (2016): Marketing. Grundlagen für Studium und Praxis, 13. Auflage, Springer Gabler Verlag.

assessment methods and criteria


language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

integrated course, case studies, discussion, group work, presentations

semester/trimester when the course unit is delivered


name of lecturer(s)


year of study

second year of studies

recommended optional program components

not applicable

course unit code


type of course unit


mode of delivery


work placement(s)

not applicable