level of course unit

First Cycle

Learning outcomes of course unit

Students …
- Realize that marketing is a very important topic for the success of a company
- Learn how to address the customer and how to get valuable information about the customer
- Understand the marketing-mix and know about the single instruments
- Are able to apply their knowledge to real business situations and/or business cases

prerequisites and co-requisites

Not applicable

course contents

- Introduction to the meaning and importance of marketing in the 21st century
- Focus on value for the customer
- Customer Needs, Wants, and Demands
- Market Research
- Marketing-Mix

recommended or required reading

Hand-outs based on “Armstrong/Kotler: Marketing – an Introduction” (can be read in the library)

assessment methods and criteria

Written exam at the end of semester

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

Lecture, group work, presentation, task discussion

semester/trimester when the course unit is delivered


name of lecturer(s)

Prof. (FH) L. Uwe Heil

year of study


recommended optional program components


course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)

not applicable

News of the FH Kufstein

Change Management in Händen der Masterstudierenden

Für die Firma Staudinger GmbH wurde gemeinsam mit Studierenden der FH Kufstein Tirol ein Chance Management Konzept herausgearbeitet.

Learn more
Neuer Studiengang Energie- & Nachhaltigkeitsmanagement ist akkreditiert

Der nachhaltige Bachelorstudiengang der FH Kufstein Tirol wurde nun, nach intensiver Prüfung durch die AQ Austria, erfolgreich akkreditiert und startet diesen Herbst.

Learn more
LiDAR - Windmessung 2.0

Das Nachfolgeprojekt LiDAR Windmessung Nussdorf – Erl ist ein INTERREG Kleinprojekt, das die FH Kufstein Tirol zusammen mit der TH Rosenheim betreut. Am Standort Erl wird das lokale Windphänomen weiter ermittelt.

Learn more