Applied Marketing Planning

first cycle, Bachelor

The students are familiar with various marketing concepts and can apply appropriate academic instruments in real-life situations. They are able to analyze their own decisions, the prerequisites and their effects and to implement them in planned actions in a target-oriented manner. They can differentiate, evaluate and implement the necessary concepts. They are able to independently create target group-oriented marketing plans.
The students are able to critically analyze case studies in a team and find a common solution. They are also able to present complex issues clearly and comprehensibly to the audience and inspire them with their suggestions.

not applicable

Strategic implications and strategic marketing statements, communication of current marketing trends, target group-oriented design of marketing instruments, modern marketing concepts for product and service marketing, networked marketing and project structures and marketing and project processes.

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

2.5

0

1.0

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

4

Team SCEM

second year of studies

bb.AMP.1

practice

Compulsory

not applicable