Marketing and Sales (E)

First cycle, Bachelor

The students are able to: • Identify market-oriented management. • Develop marketing concepts or a marketing plan based on an identified problem. • Apply instruments of the marketing mix. • Present basic market research methods.

not applicable

• Importance and tasks of marketing in the 21st century • Fundamentals of capital goods, consumer goods and services marketing • Marketing plan • Market research • Market segmentation/positioning • Strategic marketing • Marketing mix

• Kotler, Armstrong, Wong, Saunders (2010): Grundlagen des Marketing (Fundamentals of Marketing), 5th edition, Pearson Education • Kotler, Keller, Bliemel (2007): Marketing-Management, Strategien für wertschaf-fendes Handeln, 12th edition, Pearson Education • Homburg (2012): Marketingmanagement: Strategie-Instrumente-Umsetzung- Unternehmensführung, 4th Edition, Springer Gabler Publisher Wiesbaden • Meffert, Burmann, Kirchgeorg: Marketing, Grundlagen marktorientierter Unternehmensführung. Konzepte – Instrumente - Praxisbeispiele, 11th Edition, Springer Gabler Publisher Wiesbaden • Sander (2011): Marketing-Management: Märkte, Marktinformationen und Markt-bearbeitung, 2nd edition, UTB Stuttgart

final presentation and final written exam

English

2

10

1.5

Integrated course

2

Prof. (FH) Dr. Uwe Heil

Second year of studies

vzMGM2

integrated lecture

Compulsory

not applicable