Applied Marketing Mix (WP)*
Niveau
2. Study cycle, Master
Learning outcomes of the courses/module
The students:
• know how the elements of the Marketing Mix for Products (4P) can be applied in practical situations.
• know how the elements of the Marketing Mix for Services (7P) can be applied in practical situations.
• know research paths for the selection, planning and budgeting of individual marketing mix tools.
• are able to create a marketing plan based on the marketing mix factor considerations, taking into account both strategic and operational aspects (e.g. budget, timing).
Prerequisites for the course
none
Course content
• Application of the marketing mix for products (4P) to real issues
• Application of the marketing mix for services (7P) to real issues
• Research and selection of specific tools of the individual marketing mix factors
• Creation of marketing plans including budget calculation and timing
Recommended specialist literature
• Kotler, Philipp et al.: Marketing Management. Pearson (latest edition)
• Hollensen, Svend: Marketing Planning. Pearson (latest edition)
• 1-2 current journal articles (e.g. American Marketing Journal, Marketing Review St. Gallen)
Assessment methods and criteria
Online tasks, term paper, presentation
Language
English
Number of ECTS credits awarded
4
Share of e-learning in %
15
Semester hours per week
2.0
Planned teaching and learning method
Blended Learning
Semester/trimester in which the course/module is offered
1
Name of lecturer
Prof. (FH) Dr. Peter Dietrich
Academic year
Key figure of the course/module
10.MV.SIM.1.1
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
none