Marketing

first cycle, Bachelor

The students are able to:
• To identify market-oriented management.
• To identify solutions and problems of marketing management for consumer goods and services also on an international basis and with special consideration of the application.
• To apply instruments of the marketing mix.

The students are able to:
• To apply the theoretically acquired knowledge in a case study (in a small group) and to present the results professionally.

not applicable

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.

Kotler, P., Armstrong, G. (2016): Grundlagen des Marketing, 6. Auflage, Pearson Verlag.
Kotler, P., Keller, K. (2017): Marketing-Management, 15. Auflage, Pearson Verlag.
Homburg, C. (2016): Grundlagen des Marketingmanagements, 5. Auflage, Springer Gabler Verlag.
Meffert, H., Burmann, C. (2018): Marketing. Grundlagen marktorientierter Unternehmensführung, 13. Auflage, Springer Gabler Verlag.
Bruhn, M. (2016): Marketing. Grundlagen für Studium und Praxis, 13. Auflage, Springer Gabler Verlag.

portfolio

German

4

20

2.0

integrated course, case studies, discussion, group work, presentations

2

Team SCEM

first year of studies

vz.MAK.1

integrated lecture

Compulsory

not applicable