Study Trip: Integrated Excursion Project - Marketing (WP)*
Niveau
2. Master study cycle
Learning outcomes of the courses/module
The students:
• become familiar with companies and institutions during a study trip lasting several days.
• are able to compare national and multinational companies from a profitability point of view and analyze practical cases.
• are able to work on management challenges in the field of marketing or finance actively and with their previously-acquired specialist and methodological knowledge, develop and present strategic solution proposals and deal construc-tively with feedback from the companies.
• become familiar with companies and institutions during a study trip lasting several days.
• are able to compare national and multinational companies from a profitability point of view and analyze practical cases.
• are able to work on management challenges in the field of marketing or finance actively and with their previously-acquired specialist and methodological knowledge, develop and present strategic solution proposals and deal construc-tively with feedback from the companies.
Prerequisites for the course
none
Course content
• Study trip lasting several days with a visit to one or more companies or institutions
• Students are confronted with current and specific challenges
• Students analyze the situation and work out potential solutions, which are presented and discussed with the company representatives
• Students are confronted with current and specific challenges
• Students analyze the situation and work out potential solutions, which are presented and discussed with the company representatives
Recommended specialist literature
• Hollensen, Svend: Marketing Planning. Pearson (latest edition)
• Kotler, Philipp et al.: Marketing Management. Pearson (latest edition)
• West, Douglas et al.: Strategic Marketing – Creating Competitive Advantage. Oxford University Press (latest edition)
• 1-2 current journal articles (e.g. American Marketing Journal, Marketing Review St. Gallen)
• Kotler, Philipp et al.: Marketing Management. Pearson (latest edition)
• West, Douglas et al.: Strategic Marketing – Creating Competitive Advantage. Oxford University Press (latest edition)
• 1-2 current journal articles (e.g. American Marketing Journal, Marketing Review St. Gallen)
Assessment methods and criteria
Term paper, presentation
Language
English
Number of ECTS credits awarded
3
Share of e-learning in %
15
Semester hours per week
2.0
Planned teaching and learning method
excursion
Semester/trimester in which the course/module is offered
2
Name of lecturer
Academic year
1
Key figure of the course/module
12.MV.SIM.2
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
none