Marketing & Communications
Niveau
Introduction and consolidation
Learning outcomes of the courses/module
The students are able to:
• explain conceptual basics and theoretical approaches of strategic marketing
• analyze marketing strategies
• name phases and solution approaches for the implementation of marketing strategies
• name options for the implementation and monitoring of marketing strategies
• define citizen participation procedures
• name options for mediation and conflict management
• explain conceptual basics and theoretical approaches of strategic marketing
• analyze marketing strategies
• name phases and solution approaches for the implementation of marketing strategies
• name options for the implementation and monitoring of marketing strategies
• define citizen participation procedures
• name options for mediation and conflict management
Prerequisites for the course
english version available soon
Course content
Strategic marketing
• conceptual foundations and theoretical approaches
• selected cases marketing strategies
• implementation and monitoring of marketing strategies
Citizen participation procedures
• actors and legal foundations
• methods for citizen participation
• selected cases citizen in citizen participation procedures
Business mediation and conflict management
• theories and concepts
• practical applications
• conceptual foundations and theoretical approaches
• selected cases marketing strategies
• implementation and monitoring of marketing strategies
Citizen participation procedures
• actors and legal foundations
• methods for citizen participation
• selected cases citizen in citizen participation procedures
Business mediation and conflict management
• theories and concepts
• practical applications
Recommended specialist literature
• Burmann, C., Riley, N.-M., Halaszovich, T., Schade, M., Klein, K., & Piehler, R. (2023). Identity-Based Brand Management: Fundamentals—Strategy—Implementation—Controlling. Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-40189-4
• Mogaji, E., Adeola, O., Adisa, I., Hinson, R. E., Mukonza, C., & Kirgiz, A. C. (Eds.). (2022). Green Marketing in Emerging Economies: A Communications Perspective. Springer International Publishing. https://doi.org/10.1007/978-3-030-82572-0
• Schlegelmilch, B. B. (2022). Global Marketing Strategy: An Executive Digest. Springer International Publishing. https://doi.org/10.1007/978-3-030-90665-8
• Simões, C., Stancu, A., & Grigore, G. (Eds.). (2022). Corporate Responsibility, Sustainability and Markets: How Ethical Organisations and Consumers Shape Markets. Springer International Publishing. https://doi.org/10.1007/978-3-030-79660-0
• Thewissen, J., Arslan-Ayaydin, Ö., Westerman, W., & Dorsman, A. (Eds.). (2024). The ESG Framework and the Energy Industry: Demand and Supply, Market Policies and Value Creation. Springer International Publishing. https://doi.org/10.1007/978-3-031-48457-5
• Mogaji, E., Adeola, O., Adisa, I., Hinson, R. E., Mukonza, C., & Kirgiz, A. C. (Eds.). (2022). Green Marketing in Emerging Economies: A Communications Perspective. Springer International Publishing. https://doi.org/10.1007/978-3-030-82572-0
• Schlegelmilch, B. B. (2022). Global Marketing Strategy: An Executive Digest. Springer International Publishing. https://doi.org/10.1007/978-3-030-90665-8
• Simões, C., Stancu, A., & Grigore, G. (Eds.). (2022). Corporate Responsibility, Sustainability and Markets: How Ethical Organisations and Consumers Shape Markets. Springer International Publishing. https://doi.org/10.1007/978-3-030-79660-0
• Thewissen, J., Arslan-Ayaydin, Ö., Westerman, W., & Dorsman, A. (Eds.). (2024). The ESG Framework and the Energy Industry: Demand and Supply, Market Policies and Value Creation. Springer International Publishing. https://doi.org/10.1007/978-3-031-48457-5
Assessment methods and criteria
Portfolio
Language
English
Number of ECTS credits awarded
5
Share of e-learning in %
30
Semester hours per week
2.5
Planned teaching and learning method
Blended Learning
Semester/trimester in which the course/module is offered
3
Name of lecturer
director of studies
Academic year
Key figure of the course/module
MCO
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
none