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Marketing & Customer Experience (E)

Niveau

1. Study cycle, Bachelor

Learning outcomes of the courses/module

The students:
• know how important marketing is as a customer-oriented way of thinking and cor-porate philosophy.
• know and understand the basic concepts of marketing.
• are able to apply this knowledge to real issues.
• can name and interpret the elements of the marketing mix for products (4P) or services (7P).
• know about the relevance of the brand for the success of the company.
• can integrate brand-relevant aspects into the marketing mix of a company.

Prerequisites for the course

none

Course content

• Significance and basics of marketing
• Basic principles of market research
• Customer benefit, customer satisfaction, customer loyalty
• Marketing mix factors
• Product vs. service marketing
• Importance of brands in marketing

Recommended specialist literature

• Cavallone, Mauro: Marketing and Customer Loyalty. Springer (latest edition)
• Heding, Tilda et al.: Brand Management: Research, Theory and Practice. Routledge (latest edition)
• Kotler, Philip et al.: Marketing Management. Pearson (latest edition)
• 1-2 current articles from professional journals

Assessment methods and criteria

Portfolio

Language

English

Number of ECTS credits awarded

5

Share of e-learning in %

25

Semester hours per week

3.0

Planned teaching and learning method

Blended Learning

Semester/trimester in which the course/module is offered

3

Name of lecturer

Academic year

2

Key figure of the course/module

IBS.BBB.03.08

Type of course/module

integrated lecture

Type of course

Compulsory

Internship(s)

none