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Specialization (SP) Module 1: Marketing Strategy and Competition Law

Module name (EN):
Name of module in study programme. It should be precise and clear.
Specialization (SP) Module 1: Marketing Strategy and Competition Law
Degree programme:
Study Programme with validity of corresponding study regulations containing this module.
Business Administration, Bachelor, ASPO 01.10.2012
Module code: BBWL-541
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: 5, or 6
Mandatory course: no
Language of instruction:
German
Assessment:
Written exam (120 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-541 Business Administration, Bachelor, ASPO 01.10.2012 , optional course
BBWL-541/641 (P420-0107) Business Administration, Bachelor, ASPO 01.10.2016 , optional 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):
BBWL-150 Marketing
BBWL-230 Law - Basic Course
BBWL-330 Business Law


[updated 26.09.2019]
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Nicole Schwarz
Lecturer:
Prof. Dr. Holger Buck
Prof. Dr. Nicole Schwarz
Dozierende des Studiengangs


[updated 26.09.2019]
Learning outcomes:
Marketing Strategy:
 
After successfully completing this module, students will:
- be familiar with strategic marketing concepts and procedures
- understand how to use them and
- be able to apply them to solve real tasks within a company.
 
 
Competition Law:
 
After successfully completing this module, students will:
- know the legal framework for successful and
  legally compliant marketing
- understand the function and mechanisms of competition law and procedures,
  be able to apply the legal texts, interpret them and
  relate them to one another.
- be able to develop proposals for solutions to concrete cases and verify the result
  on the basis of general value judgements.


[updated 02.01.2019]
Module content:
- Marketing Strategy:
Marketing strategy concepts and their application in case studies, procedures for market evaluation and market estimation, as well as market segmentation approaches and evaluation criteria
 
- Competition Law:
Aspects and function of competition law including outlook on restrictive interventions, the course of a competition dispute, lawful/unfair marketing (UWG), sponsoring, exclusive distribution, outlook on industrial property rights


[updated 02.01.2019]
Teaching methods/Media:
Lecture with case studies; competition law analysis of current advertising/market communication, exercises using the subsumption technique on concrete competition law cases

[updated 02.01.2019]
Recommended or required reading:
- Becker, J. (latest edition): Marketing-Konzeption, München
- Berlit, W. (latest edition): Wettbewerbsrecht, München
- Birk A., Löffler, J. (latest edition): Marketing- und Vertriebsrecht,
  München:
- Eisenmann H., Jautz, U. (latest edition): Grundriss Gewerblicher
  Rechtsschutz und Urheberrecht, Heidelberg
- Homburg, Ch., Krohmer, H. (latest edition): Marketingmanagement: Strategie
  _ Instrumente _ Umsetzung _ Unternehmensführung, Wiesbaden
- Lettl, T. (latest edition): Wettbewerbsrecht, München
- Welge, M.K., Al-Laham, A. (latest edition): Strategisches Management.
  Grundlagen - Prozess _ Implementierung, 5. Auflage, Wiesbaden
 
Additional literature recommendations:
- Levitt, S., Dubner, S. (2006), Freakonomics: Überraschende Antworten auf  
  alltägliche Lebensfragen, München
- Thaler, R., Sunstein, C. (2009), Nudge: Wie man kluge Entscheidungen anstößt,
  Berlin


[updated 02.01.2019]
 
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