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Applied Marketing Mix (WP)*
level of course unit
2. Study cycle, MasterLearning outcomes of course unit
The students:
• know how the elements of the Marketing Mix for Products (4P) can be applied in practical situations.
• know how the elements of the Marketing Mix for Services (7P) can be applied in practical situations.
• know research paths for the selection, planning and budgeting of individual marketing mix tools.
• are able to create a marketing plan based on the marketing mix factor considerations, taking into account both strategic and operational aspects (e.g. budget, timing).
• know how the elements of the Marketing Mix for Products (4P) can be applied in practical situations.
• know how the elements of the Marketing Mix for Services (7P) can be applied in practical situations.
• know research paths for the selection, planning and budgeting of individual marketing mix tools.
• are able to create a marketing plan based on the marketing mix factor considerations, taking into account both strategic and operational aspects (e.g. budget, timing).
prerequisites and co-requisites
none
course contents
• Application of the marketing mix for products (4P) to real issues
• Application of the marketing mix for services (7P) to real issues
• Research and selection of specific tools of the individual marketing mix factors
• Creation of marketing plans including budget calculation and timing
• Application of the marketing mix for services (7P) to real issues
• Research and selection of specific tools of the individual marketing mix factors
• Creation of marketing plans including budget calculation and timing
recommended or required reading
• Kotler, Philipp et al.: Marketing Management. Pearson (latest edition)
• Hollensen, Svend: Marketing Planning. Pearson (latest edition)
• 1-2 current journal articles (e.g. American Marketing Journal, Marketing Review St. Gallen)
• Hollensen, Svend: Marketing Planning. Pearson (latest edition)
• 1-2 current journal articles (e.g. American Marketing Journal, Marketing Review St. Gallen)
assessment methods and criteria
Online tasks, term paper, presentation
language of instruction
Englishnumber of ECTS credits allocated
4eLearning quota in percent
15course-hours-per-week (chw)
2planned learning activities and teaching methods
Blended Learning
