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Module code: BBABW-220 |
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4V (4 hours per week) |
5 |
Semester: 2 |
Mandatory course: yes |
Language of instruction:
German |
Assessment:
Written exam (90 min. / Repeated semesterly)
[updated 30.06.2025]
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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.
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Recommended prerequisites (modules):
None.
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Recommended as prerequisite for:
BBABW-510 Specialization Topic - Marketing and Market Research BBABW-640 Case Studies in Market-Oriented Corporate Management
[updated 09.04.2014]
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Module coordinator:
Prof. Dr. Frank Hälsig |
Lecturer: Prof. Dr. Frank Hälsig Prof. Dr. Achim Schröder Prof. Dr. Nicole Schwarz
[updated 04.04.2014]
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Learning outcomes:
After successfully completing this module students will: - have gained a theoretical overview of basic marketing terms and concepts - have a basic understanding of the diverse areas of marketing - have mastered the steps involved in developing a marketing strategy - be able to describe the most important areas and methods of marketing information - understand the importance of consumer behavior research for marketing - have basic knowledge of marketing tools and can demonstrate the connections between them - be able to independently expand on the content covered in the lecture - be able to independently work on smaller marketing issues in the form of practical case studies, and in doing so consolidating their theoretical knowledge
[updated 30.06.2025]
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Module content:
- Marketing development stages - Concept of market-oriented corporate management and the marketing management process - Principles of consumer behavior and market research - Approaches to strategic marketing (KKV, SWOT, Product Market Matrix) - Market segmentation methods - Basic principles of product policy, pricing policy, communication and Distribution policy
[updated 30.06.2025]
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Teaching methods/Media:
Lecture with group work and case studies
[updated 30.06.2025]
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Recommended or required reading:
-Homburg, C., Krohmer, H. (aktuellste Auflage), Marketingmanagement, Wiesbaden: Gabler -Kotler, P. et al (aktuellste Auflage): Grundlagen des Marketing, München: Pearson Studium -Kroeber-Riel, W., Weinberg, P., Gröppel-Klein, A. (aktuellste Auflage): Konsumentenverhalten, München: Vahlen -Meffert, H. et al. (aktuellste Auflage): Marketing. Grundlagen marktorientierter Unternehmensführung. Wiesbaden: Gabler.
[updated 30.06.2025]
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