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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, regulation 01.10.2020
Module code: BBWL-2020-150
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 24.09.2026]
Applicability / Curricular relevance:
All study programs (with year of the version of study regulations) containing the course.

BBWL-150 (P420-0102) Business Administration, Bachelor, regulation 01.10.2012 , semester 1, mandatory course
BBWL-150 (P420-0102) Business Administration, Bachelor, regulation 01.10.2016 , semester 1, mandatory course
BBWL-2020-150 (P420-0102) Business Administration, Bachelor, regulation 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-2020-541
BBWL-2020-542 Specialization (SP) Module 2: Marketing Tools
BBWL-2020-643
BBWL-2020-645


[updated 22.02.2020]
Module coordinator:
Prof. Dr. Gerhard Wagner
Lecturer: Prof. Dr. Gerhard Wagner

[updated 01.10.2016]
Learning outcomes:
After successfully completing this course, students will be able to:
  
 be able to name, describe and contextualize basic marketing terms and content,
- 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
 be able to provide basic knowledge about marketing tools and the relationships between them,
 be able to develop the content of the lecture independently on the basis of hand-picked literature,
- work independently on smaller marketing issues in the form of case studies from practical experience using the theoretical knowledge acquired in the module


[updated 24.09.2026]
Module content:
- Marketing development stages
- Core marketing concepts and terms
- Concept of market-oriented corporate management and the marketing management process
- Market segmentation methods
- Approaches to strategic marketing (KKV, SWOT, Product Market Matrix)
- Basic principles of product policy, pricing policy, communication and distribution policy  


[updated 24.09.2026]
Teaching methods/Media:
Lecture with group work and case studies    

[updated 02.01.2019]
Recommended or required reading:
Esch, F.-R. / Herrmann, A. / Sattler, H. (2017). Marketing — Eine managementorientierte Einführung, 5. Überarbeitete Auflage, München: Vahlen Verlag.
Homburg, C. (2017). Marketingmanagement: Strategie – Instrumente – Umsetzung – Unternehmensführung, 6. Auflage, Wiesbaden: Springer Gabler.
Kotler, P. et al (2016). Grundlagen des Marketing, 6. Auflage. München: Pearson Studium.
Meffert, H. et al. (2019). Marketing. Grundlagen marktorientierter Unternehmensführung: Konzepte – Instrumente – Praxisbeispiele. 13. Auflage. Wiesbaden: Springer Gabler.
Nieschlag, R., Dichtl E., Hörschgen H. (2002). Marketing, 19. Auflage. Berlin: Duncker & Humblot.
Weis, H-C. (2019). Marketing, 18. Auflage. Ludwigshafen: Kiehl.


[updated 24.09.2026]
 
[Sun Sep 27 17:49:12 CEST 2026, CKEY=bmo, BKEY=bbw3, CID=BBWL-2020-150, LANGUAGE=en, DATE=27.09.2026]