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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The students:
• 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.

• Quizzes
• Final exam

German

6

40

4.0

40 % of the course will be covered through eLearning. This will involve a combination of online phases (inductive method for independent knowledge acquisition and practicing tasks) and face-to-face phases (deductive method, where support is provided in the learning process and knowledge is imparted through lectures).

1

STGL

1

GWI2

integrated lecture

Compulsory

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