MARK0791-1 : Marketinggrundlagen

Study Programmes 2016-2017

MARK0791-1

Marketinggrundlagen

Duration :

50h Th

Number of credits :

Bachelor in economics and business management		5
Bachelor in business engineering		5

Lecturer :

Zelal Ates

Language(s) of instruction :

German language

Organisation and examination :

Teaching in the second semester

Units courses prerequisite and corequisite :

Prerequisite or corequisite units are presented within each program

Learning unit contents :

This lecture is intended to provide a basis for a theoretically sound, yet practical academic marketing training. Students should - according to the key learning objectives of the bachelor program, i.e. to establish a strategy in order to optimize the value chain of a company, an organization or a project demonstrating a critical mind and scientific precision; to take charge of the everyday management of a company, an organization or a project analyzing his/her managerial practice with a critical and ethical mind; and to communicate efficiently, internally and externally, about a company, organization or project to in at least three languages - acquire not only factual and methodological knowledge but also a broad understanding of the basic principles of marketing management. The focus of this lecture is on the role of marketing in the company, the strategic fundamentals of marketing, the basic principles of consumer behavior and data collection for decision support in marketing and the marketing mix. As part of the marketing mix, the fundamentals of marketing instruments, i.e. product policy, price policy, communication policy and distribution policy are discussed.

Learning outcomes of the learning unit :

At the end of the lecture, students are expected

to know the general principles and perspectives of marketing;
to know the basics of strategic marketing;
to have a detailed overview of the four main instruments of the marketing mix;
to have developed an understanding of the particularities of marketing in specific contexts (for example, services and B2B marketing);
to be able to apply the discussed subjects to practical problems.

Prerequisite knowledge and skills :

Planned learning activities and teaching methods :

Lectures, exercises, case study
Self-learning: preparation and follow up of lectures on the basis of the provided bibliography, literature search and study, participation in class, exercises, preparation of a case study and presentation of results

Mode of delivery (face-to-face ; distance-learning) :

Face-to-face
Language: Deutsch