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Specialization Topic - Marketing and Market Research

Module name (EN):
Name of module in study programme. It should be precise and clear.
Specialization Topic - Marketing and Market Research
Degree programme:
Study Programme with validity of corresponding study regulations containing this module.
Business Administration, Bachelor, ASPO 01.10.2013
Module code: BBABW-510
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.
P420-0379
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
Mandatory course: yes
Language of instruction:
German
Assessment:
Written exam (120 min. / Repeated semesterly)

[updated 30.06.2025]
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):
BBABW-220 Marketing


[updated 07.04.2014]
Recommended as prerequisite for:
BBABW-640 Case Studies in Market-Oriented Corporate Management


[updated 09.04.2014]
Module coordinator:
Prof. Dr. Frank Hälsig
Lecturer:
Prof. Dr. Frank Hälsig
Prof. Dr. Tatjana König


[updated 07.04.2014]
Learning outcomes:
After successfully completing this module students will:
- have broadened their knowledge in the diverse fields of marketing
- have deepened their knowledge of marketing tools
- understand the specifics and challenges of sector-specific marketing (service, trade, and industrial goods marketing) and be able to apply these to the marketing concepts they have learned in a differentiated manner
- understand the specifics and challenges of international marketing
- have deepened their knowledge with regard to customer satisfaction and customer loyalty, as well as how to measure them
- be able to independently deepen 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 consolidate their theoretical knowledge


[updated 30.06.2025]
Module content:
- In-depth study of product policy, pricing policy, communication policy, and distribution policy
- Fundamentals of sector-specific marketing:  industrial goods, services, and trade marketing
- Fundamentals of customer satisfaction and customer loyalty
- Selected aspects of market research and buyer behavior
- Selected aspects of international marketing (culture and cultural studies, international market segmentation, international market development)


[updated 30.06.2025]
Teaching methods/Media:
Lecture with group work and case studies

[updated 30.06.2025]
Recommended or required reading:
- Homburg, C., Krohmer, H. (aktuellste Auflage), Marketingmanagement. Wiesbaden: Gabler
- Kollmann, T. (aktuellste Auflage): E-Business: Grundlagen elektronischer Geschäftsprozesse in der Digitalen Wirtschaft, Wiesbaden
- Kreutzer, R. (aktuellste Auflage): Praxisorientiertes Online-Marketing, Wiesbaden
- Meffert, H. et al. (aktuellste Auflage): Marketing. Grundlagen marktorientierter  Unternehmensführung. Wiesbaden: Gabler.
- Meffert, H., Bruhn, M. (aktuellste Auflage): Dienstleistungsmarketing - Grundlagen, Konzepte und Methoden. Wiesbaden: Gabler.
- Müller, S., Gelbrich, K. (aktuellste Auflage): Interkulturelles Marketing. München: Vahlen.
- Zentes, J.; Swoboda, B.; Foscht, T. (aktuellste Auflage): Handelsmanagement. München: Vahlen.


[updated 30.06.2025]
 
[Fri Jul  4 10:46:01 CEST 2025, CKEY=wvm, BKEY=wbb, CID=BBABW-510, LANGUAGE=en, DATE=04.07.2025]