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Marketing

Module name (EN):
Name of module in study programme. It should be precise and clear.
Marketing
Degree programme:
Study Programme with validity of corresponding study regulations containing this module.
Business Administration, Bachelor, ASPO 01.10.2012
Module code: BBWL-150
SAP-Submodule-No.:
The exam administration creates a SAP-Submodule-No for every exam type in every module. The SAP-Submodule-No is equal for the same module in different study programs.
P420-0102
Hours per semester week / Teaching method:
The count of hours per week is a combination of lecture (V for German Vorlesung), exercise (U for Übung), practice (P) oder project (PA). For example a course of the form 2V+2U has 2 hours of lecture and 2 hours of exercise per week.
4V (4 hours per week)
ECTS credits:
European Credit Transfer System. Points for successful completion of a course. Each ECTS point represents a workload of 30 hours.
5
Semester: 1
Mandatory course: yes
Language of instruction:
German
Assessment:
Written exam (90 min. / can be repeated semesterly)

[updated 02.01.2019]
Applicability / Curricular relevance:
All study programs (with year of the version of study regulations) containing the course.

BBWL-150 (P420-0102) Business Administration, Bachelor, ASPO 01.10.2012 , semester 1, mandatory course
BBWL-150 (P420-0102) Business Administration, Bachelor, ASPO 01.10.2016 , semester 1, mandatory course
BBWL-2020-150 (P420-0102) Business Administration, Bachelor, ASPO 01.10.2020 , semester 1, mandatory course
Workload:
Workload of student for successfully completing the course. Each ECTS credit represents 30 working hours. These are the combined effort of face-to-face time, post-processing the subject of the lecture, exercises and preparation for the exam.

The total workload is distributed on the semester (01.04.-30.09. during the summer term, 01.10.-31.03. during the winter term).
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 150 hours (equivalent to 5 ECTS credits).
There are therefore 105 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
None.
Recommended as prerequisite for:
BBWL-541 Specialization (SP) Module 1: Marketing Strategy and Competition Law
BBWL-542 Specialization (SP) Module 2: Marketing Tools
BBWL-543
BBWL-544


[updated 26.09.2019]
Module coordinator:
Prof. Dr. Nicole Schwarz
Lecturer:
Prof. Dr. Frank Hälsig
Prof. Dr. Achim Schröder
Prof. Dr. Nicole Schwarz


[updated 06.09.2012]
Learning outcomes:
After successfully completing this module, students will be able to:
 
- list, describe and put basic marketing terms and content
  into context
- describe and explain different areas of marketing
- apply the steps for developing a marketing strategy
- describe the most important areas and methods of marketing information
- explain the importance of consumer behavior research for the field of marketing
- reflect basic knowledge about the marketing tools and
 
  demonstrate the relationship between them
- independently develop the content of the lecture on the basis of self-chosen/pre-selected
  literature
- work independently on smaller marketing issues in the form of case studies from practical experience using the theoretical knowledge acquired in the module
- Marketing development stages
 


[updated 02.01.2019]
Module content:
 
- Concept of market-oriented corporate management and the marketing management
  process
- Principles of consumer behavior and market research
- Market segmentation methods
- Approaches to strategic marketing (KKV, SWOT, Product Market Matrix)
- Basic principles of product policy, pricing policy, communication and
  distribution policy  


[updated 02.01.2019]
Teaching methods/Media:
Lecture with group work and case studies    

[updated 02.01.2019]
Recommended or required reading:
- Homburg, C., Krohmer, H. (2009), Marketingmanagement, 3. Auflage. Wiesbaden:
  Gabler.
- Kotler, P. et al (2010): Grundlagen des Marketing, 5. Auflage. München:
  Pearson Studium
- Kroeber-Riel, W., Weinberg, P., Gröppel-Klein, A.  (2008):
  Konsumentenverhalten, 9. Aufl., München: Vahlen
- Meffert, H. et al. (2008): Marketing. Grundlagen marktorientierter
  Unternehmensführung. 10., vollst. überarb. u. erw. Auflage. Wiesbaden: Gabler.
- Nieschlag, R., Dichtl, E., Hörschgen, H. (2002), Marketing, 19. Auflage.
  Berlin: Duncker & Humblot
- Weis, H.-C. (2009), Marketing, 15. Auflage. Ludwigshafen: Kiehl
  


[updated 02.01.2019]
 
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