International

Marketing

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

English

number of ECTS credits allocated

3

eLearning quota in percent

0

course-hours-per-week (chw)

2

planned learning activities and teaching methods

Lecture, group work, presentation, task discussion

semester/trimester when the course unit is delivered

1

name of lecturer(s)

Prof. (FH) L. Uwe Heil

year of study

1

recommended optional program components

non

course unit code

IP_WS

type of course unit

integrated lecture

mode of delivery

Compulsory

work placement(s)

not applicable

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