Marketing Consolidation
Niveau
Consolidation
Learning outcomes of the courses/module
Students possess advanced knowledge of marketing planning and organization and are able to design, develop, implement, and analyze academic or applied marketing projects. They are capable of presenting their project results and proposed solutions in a structured manner, as well as justifying and defending their chosen approaches with well-founded arguments
Prerequisites for the course
Market Research VO & UE
Course content
Drawing on the fundamentals of strategic marketing planning, students gain knowledge for the efficient and effective handling of marketing problems. This is done by among other things, the organization, implementation and reflection of academic and application-oriented, comprehensive tasks in the field of marketing.
Recommended specialist literature
• Kotler, P., Keller, K.L., and Opresnik, M.O. (2017). Marketing-Management: Konzepte - Instrumente - Unternehmensfallstudien, Pearson Studium.
• Esch, F.-R. (2018). Strategie und Technik der Markenführung. München: Vahlen Verlag.
• Esch, F.-R. (2018). Strategie und Technik der Markenführung. München: Vahlen Verlag.
Assessment methods and criteria
written exam
Language
German
Number of ECTS credits awarded
5
Semester hours per week
Planned teaching and learning method
Integrated course, group work, case studies, discussions, e-learning
Semester/trimester in which the course/module is offered
3