level of course unit
Learning outcomes of course unit
Students will become familiar with sophisticated perspectives and mindsets in modern marketing. They will develop the ability to confidently analyse complex decisions in relation to marketing challenges and find a feasible solution in a reasonable time-frame.
The importance of continuous improvement in all areas of marketing will be made clear.
prerequisites and co-requisites
This course focuses on the strategic aspect of modern consumer marketing, in particular on building and maintaining long-term customer relationships through targeted use of appropriate tools, segmentation and characterisation of specific target groups (customers, stakeholders) along with market partners, market positioning and establishment through analysis of distribution networks, strategic price decisions, relationship and brand management, as well as development of new products under dynamic changes in demand. Related factors will also be considered such as, for example, environmental protection, ethics and social responsibility. Through a wide variety of examples, the possible applications of the tools of the extended marketing mix (positioning, product, price, place, promotion) will be made clear.
recommended or required reading
Pride/Ferrell (2008). Marketing. South Western Publication.
Kotler/Keller (2011). Marketing Management. Prentice Hall.
assessment methods and criteria
Written exam and/or scientific paper and/or presentation
language of instruction
number of ECTS credits allocated
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)
Burton Hilda , MBS
year of study
recommended optional program components
course unit code
type of course unit
mode of delivery