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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, ASPO 01.10.2017
Module code: BBABW-220
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.
P420-0358
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: 2
Mandatory course: yes
Language of instruction:
German
Assessment:
Written exam (90 min. / Repeated semesterly)

[updated 30.06.2025]
Exam recurrence:
The information regarding exam recurrence is found within the exam policy of the study programme (ASPO).
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 130 hours (equivalent to 5 ECTS credits).
There are therefore 85 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
None.
Recommended as prerequisite for:
BBABW-510 Specialization Topic - Marketing and Market Research
BBABW-640 Case Studies: Market-Oriented Corporate Management


[updated 23.03.2020]
Module coordinator:
Prof. Dr. Frank Hälsig
Lecturer: Prof. Dr. Frank Hälsig

[updated 01.10.2016]
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]
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]
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
-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]
 
[Fri Oct 31 10:41:42 CET 2025, CKEY=wmc, BKEY=wbb2, CID=BBABW-220, LANGUAGE=en, DATE=31.10.2025]