Marketing
Niveau
first cycle, Bachelor
Learning outcomes of the courses/module
The participants:
• recognize market-oriented corporate management.
• identify problem areas and solution approaches in marketing management for consumer goods and services, including in an international context and with particular consideration of their application.
• are able to apply selected instruments of the marketing mix.
• apply the theoretical knowledge acquired in a case study (in small groups) and present the results professionally.
• recognize market-oriented corporate management.
• identify problem areas and solution approaches in marketing management for consumer goods and services, including in an international context and with particular consideration of their application.
• are able to apply selected instruments of the marketing mix.
• apply the theoretical knowledge acquired in a case study (in small groups) and present the results professionally.
Prerequisites for the course
not applicable
Course content
The teaching of marketing fundamentals (definition and application of marketing, dynamics of the marketing environment, consumer behavior, marketing strategies, marketing mix, market and advertising psychology, new media) through theory and case studies. Special features of marketing for sports and cultural institutions.
Recommended specialist literature
Kotler, P., Armstrong, G. (2022): Grundlagen des Marketing, 8. 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, 14. Auflage, Springer Gabler Verlag.
Bruhn, M. (2024): Marketing. Grundlagen für Studium und Praxis, 14. Auflage, Springer Gabler 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, 14. Auflage, Springer Gabler Verlag.
Bruhn, M. (2024): Marketing. Grundlagen für Studium und Praxis, 14. Auflage, Springer Gabler Verlag.
Assessment methods and criteria
Portfolio exam
Language
German
Number of ECTS credits awarded
3
Semester hours per week
Planned teaching and learning method
integrated course, case studies, discussion, group work, presentations
Semester/trimester in which the course/module is offered
2