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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.
Cultural Management, Propädeutikum, ASPO 01.10.2020
Module code: BAKM-040
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.
P430-0012
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.
4VU (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.
6
Semester: 1
Mandatory course: yes
Language of instruction:
German
Assessment:
Written exam (90 minutes)

[updated 19.11.2019]
Exam recurrence:
The information regarding exam recurrence is found within the exam policy of the study programme (ASPO).
Applicability / Curricular relevance:
All study programs (with year of the version of study regulations) containing the course.

BAKM-040 (P430-0012) Cultural Management, Propädeutikum, 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 180 hours (equivalent to 6 ECTS credits).
There are therefore 135 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
BAKM-010 Introduction to Business Administration
BAKM-020 Business Management and HR Management


[updated 23.10.2018]
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Nicole Schwarz
Lecturer:
Prof. Dr. Achim Schröder
Prof. Dr. Nicole Schwarz


[updated 23.10.2018]
Learning outcomes:
After successfully completing this module, students will:
 
_        be able to name, describe and contextualize basic marketing terms and content,
_        be able to describe and explain different areas of marketing,
_        be able to apply the steps for developing a marketing strategy,
_        be able to describe the most important areas and methods of marketing information,
_        be able to explain the importance of consumer behavior research for the field of marketing,
_        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,
_        be able to work independently on smaller marketing issues in the form of case studies from practical experience using the theoretical knowledge acquired in the course.


[updated 19.11.2019]
Module content:
_        Marketing development stages
_        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 19.11.2019]
Teaching methods/Media:
Lecture with group work and case studies

[updated 19.11.2019]
Recommended or required reading:
_        Homburg, C., Krohmer, H., Marketingmanagement, Wiesbaden: Gabler, latest edition.
_        Kotler, P. et al., Grundlagen des Marketing, München: Pearson Studium, latest edition.
_        Kroeber-Riel, W., Weinberg, P., Gröppel-Klein, A., Konsumentenverhalten, München: Vahlen, latest edition.
_        Meffert, H. et al., Marketing. Grundlagen marktorientierter Unternehmensführung, Wiesbaden: Gabler, latest edition.
_        Nieschlag, R., Dichtl, E., Hörschgen, H., Marketing, Berlin: Duncker & Humblot, latest edition.
_        Weis, H.-C., Marketing, Ludwigshafen: Kiehl, latest edition.


[updated 19.11.2019]
 
[Thu Nov 21 11:48:18 CET 2024, CKEY=kmd, BKEY=km1, CID=BAKM-040, LANGUAGE=en, DATE=21.11.2024]