Marketing and Sales (E)
Niveau
First cycle, Bachelor
Learning outcomes of the courses/module
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.
• 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.
Prerequisites for the course
not applicable
Course content
• 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
• Fundamentals of capital goods, consumer goods and services marketing
• Marketing plan
• Market research
• Market segmentation/positioning
• Strategic marketing
• Marketing mix
Recommended specialist literature
• 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
• 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
Assessment methods and criteria
final presentation and final written exam
Language
English
Number of ECTS credits awarded
2
Share of e-learning in %
10
Semester hours per week
1.5
Planned teaching and learning method
Integrated course
Semester/trimester in which the course/module is offered
2
Name of lecturer
Prof. (FH) Dr. Uwe Heil
Academic year
Second year of studies
Key figure of the course/module
vzMGM2
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
not applicable