|Module name (EN): Marketing|
|Degree programme: Cultural Management, Propädeutikum, ASPO 01.10.2018|
|Module code: BAKM-040|
|Hours per semester week / Teaching method: 4VU (4 hours per week)|
|ECTS credits: 6|
|Mandatory course: yes|
|Language of instruction:
Written exam (90 minutes)
The information regarding exam recurrence is found within the exam policy of the study programme (ASPO).
|Applicability / Curricular relevance:
BAKM-040 Cultural Management, Propädeutikum, ASPO 01.10.2018, semester 1, mandatory course
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
|Recommended as prerequisite for:
Prof. Dr. Nicole Schwarz
Prof. Dr. Achim Schröder
Prof. Dr. Nicole Schwarz
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.
_ 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
Lecture with group work and case studies
|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.
[Mon Oct 25 16:38:16 CEST 2021, CKEY=kmd, BKEY=km1, CID=BAKM-040, LANGUAGE=en, DATE=25.10.2021]