Fundamentals of Business Administration & Economics II

Bachelor

Marketing Section:
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The students:
• are familiar with issues and solution approaches in marketing management.
• master the tools of the marketing mix.
• understand the basics of consumer behavior and critically evaluate marketing approaches from an ethical perspective.
• comprehend the impact of digital marketing on corporate strategy.
Accounting & Financial Management Section:
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• know the basics of representing business decisions within the accounting system.
• are familiar with and understand the basic concepts and subdivisions of accounting.
• understand the technique and internal structure of double-entry bookkeeping.
• can assess the structure of an accounting system and the characteristics of different account types.
• are able to perform simple business transactions on asset and income accounts and create accounting entries.
• recognize the significant effects of business transactions on the balance sheet and profit and loss statement.
• know the task areas and solution approaches of cost and revenue accounting with its subsystems (cost type, cost center, and cost carrier accounting).
• can differentiate between the terms payments – disbursements, receipts – expenditures, revenue – expense.
• can describe the organizational structure of cost accounting and explain the essential cost accounting systems in basic terms.
• are familiar with the systems of cost accounting (partial and full cost accounting).

None

Marketing Section:
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• Teaching the fundamentals of marketing under the following aspects:
• Definition and applications of marketing
• Importance and roles of marketing in the 21st century
• Social responsibility and ethics in marketing
• Strategic marketing / Market segmentation
• Analysis of consumer behavior in consumer goods markets
• Marketing mix (4P)
• International marketing
• Market orientation in corporate culture and leadership
• Future perspectives of marketing

Accounting & Finance Section:
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Part A: External Accounting
• Structure of accounting
• Basics of corporate accounting: tasks, subdivisions, and fundamental concepts
• System of commercial bookkeeping: from inventory to opening balance sheet
• System of double-entry bookkeeping: recording business transactions in asset and income accounts
• Organization of accounting (chart of accounts, VAT, etc.)
• Principle of period integrity and accruals
• Principles of proper accounting
• Valuation of balance sheet items (fixed assets, current assets, highest and lowest value principle) and • valuation methods (FIFO, LIFO, HIFO, KIFO, constant value method, etc.)

Part B: Internal Accounting
• Objectives and basic concepts of cost and revenue accounting
• Fundamentals of cost and revenue accounting: tasks, components, and subdivisions
• Structure of cost accounting (types of costs, cost centers, cost units)
• Contribution margin accounting

• Coenenberg, A. G., Haller, A., & Schultze, W. (2021). Einführung in das Rechnungswesen: Grundlagen der Buchführung und Bilanzierung. Stuttgart: Schäffer-Poeschel Verlag.
• Bruhn, M. (2022). Marketing: Grundlagen für Studium und Praxis. Wiesbaden: Springer Verlag.
• Grbenic, S., & Zunk, B. (2021). Buchhaltung Grundlagen: Buchhaltung und Bilanzierung Band 1. Wien: Linde Verlag.
• Kotler, P., Keller, K. L., Chernev, A. (2022). Marketing management. Harlow, UK: Pearson.
• Kotler, P., Armstrong, G., Harris, L. C., & He, H. (2022). Grundlagen des Marketing. Hallbergmoos: Pearson.
• Kreutzer, R. T. (2022). Praxisorientiertes Marketing: Grundlagen – Instrumente – Fallbeispiele. Wiesbaden: Springer Verlag.
• Weber, J., & Weißenberger, B. E. (2021). Einführung in das Rechnungswesen: Bilanzierung und Kostenrechnung. Stuttgart: Schäffer-Poeschel Verlag.
• Wöhe, G., & Kußmaul, H. (2022). Grundzüge der Buchführung und Bilanztechnik. München: Verlag Franz Vahlen.

Exam

German

6

The course is conducted in a blended-learning-format. A combination between online phases (inductive method for the independent acquisition of knowledge and the practice of tasks) and presence phases (deductive method, in which assistance is given in the learning process and knowledge is imparted via frontal lectures) is used.

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