Marketing (E)

Bachelor

The students
• Know the problems and solutions of marketing management.
• Have mastered the instruments of the marketing mix.
• Know the basic features of consumer behavior and question marketing approaches from an ethical point of view.
• Understand the influence of digital marketing on corporate strategy.

None

Teaching the fundamentals of marketing under the following aspects:
• Definition and application areas of marketing
• Importance and tasks of marketing in the 21st century
• Social responsibility and ethics in marketing
• Strategic marketing / market segmentation
• Analysis of buyer behavior in consumer goods markets
• Marketing mix (4P)
• International marketing
• Market orientation in corporate culture and leadership
• Future prospects of marketing

• Bruhn, M. (2022). Marketing: Grundlagen für Studium und Praxis. Wiesbaden: Springer Verlag.
• Kotler, P., Keller, K. L., Chernev, A. (2022). Marketing management. Harlow, UK: Pearson.
• Kotler, P., Armstrong, G., Harris, L. C., & He, H. (2022). Grundlagen des Marketing. Hallbergmoos: Pearson.
• Kreutzer, R. T. (2022). Praxisorientiertes Marketing: Grundlagen – Instrumente – Fallbeispiele. Wiesbaden: Springer Verlag.

• Final exam and
• Quiz

English

3

33

2.0

33 % of the event is covered by eLearning. A combination between online phases (inductive method for the independent acquisition of knowledge and the practice of tasks) and presence phases (deductive method, in which assistance is given in the learning process and knowledge is imparted via frontal lectures) is used.

1

Dr. Kristina Kampfer

MKV 1

integrated lecture

Compulsory

not applicable