Contemporary Issues in Marketing (WP)*
Niveau
Second cycle, master's
Learning outcomes of the courses/module
The participants:
• can theoretically substantiate current marketing issues from practice, classify them academically and answer them competently.
• can classify academic publications from marketing within the marketing sciences, discuss them critically and competently answer the resulting questions.
• can clearly describe current marketing issues thematically and relate them to overarching contexts.
• can evaluate and compare the strategic effects of individual and overarching marketing measures.
• can assess and interpret the interdisciplinary connections between marketing and neighboring disciplines.
• can theoretically substantiate current marketing issues from practice, classify them academically and answer them competently.
• can classify academic publications from marketing within the marketing sciences, discuss them critically and competently answer the resulting questions.
• can clearly describe current marketing issues thematically and relate them to overarching contexts.
• can evaluate and compare the strategic effects of individual and overarching marketing measures.
• can assess and interpret the interdisciplinary connections between marketing and neighboring disciplines.
Prerequisites for the course
-
Course content
• Selected current issues in the field of marketing within the framework of a project and/or based on practical project(s) and/or academic articles
• Trends in economic conditions that have a lasting impact on marketing
• Analysis, discussion and independent handling of current marketing issues.
• All key terms and technical concepts of marketing
• Trends in economic conditions that have a lasting impact on marketing
• Analysis, discussion and independent handling of current marketing issues.
• All key terms and technical concepts of marketing
Recommended specialist literature
• Boone & Kurtz: Contemporary Marketing. Cengage (current edition)
• Kotler, P. et al.: Marketing Management. Pearson. (current edition)
• Aktuelle Journal Artikel (z.B. Journal of Marketing, Journal of International Marketing, etc.)
• Kotler, P. et al.: Marketing Management. Pearson. (current edition)
• Aktuelle Journal Artikel (z.B. Journal of Marketing, Journal of International Marketing, etc.)
Assessment methods and criteria
Portfolio assessment
Language
English
Number of ECTS credits awarded
3
Semester hours per week
Planned teaching and learning method
Blended Learning
Semester/trimester in which the course/module is offered
2