Applied Marketing Planning

first cycle, Bachelor

The participants:
• are familiar with various marketing concepts and are able to apply relevant academic instruments (e.g., market segmentation, positioning, targeting, marketing mix) in real-world situations.
• are able to analyze their own decisions, underlying assumptions, and their implications, and to translate them into goal-oriented actions (i.e., concrete proposals for marketing practice-related problems).
• can differentiate, evaluate and implement the necessary concepts.
• are able to independently create target group-oriented marketing plans.
• are able to critically analyze case studies from marketing practice in a team and develop a joint solution.
• are also able to present complex issues clearly and comprehensibly to the audience and inspire them with their suggestions.

not applicable

Strategic implications and strategic marketing statements, communication of current marketing trends, target group-oriented design of marketing instruments, modern marketing concepts for product and service marketing, networked marketing and project structures and marketing and project processes.

Kotler, P., Armstrong, G. (2022): Grundlagen des Marketing,86. Auflage, Pearson Verlag.
Kotler, P., Keller, K. (2023): Marketing-Management, 16. Auflage, Pearson Verlag.
Homburg, C. (2020): Grundlagen des Marketingmanagements, 6. Auflage, Springer Gabler Verlag.
Meffert, H., Burmann, C. (2024): Marketing. Grundlagen marktorientierter Unternehmensführung, 43. Auflage, Springer Gabler Verlag.
Bruhn, M. (2024): Marketing. Grundlagen für Studium und Praxis, 16. Auflage, Springer Gabler Verlag.

Portfolio exam

German

2

integrated course, case studies, discussion, group work, presentations

3