International Business Studies FT
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Consumer Marketing

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

not specified

course contents

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

1st year

recommended optional program components

not specified

course unit code


type of course unit


mode of delivery

In-class course

work placement(s)

not applicable