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Module code: BBABW-510 |
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4V (4 hours per week) |
5 |
Semester: 5 |
Mandatory course: yes |
Language of instruction:
German |
Assessment:
Written exam (120 min. / Repeated semesterly)
[updated 30.06.2025]
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Exam recurrence:
The information regarding exam recurrence is found within the exam policy of the study programme (ASPO).
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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.
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Recommended prerequisites (modules):
BBABW-220 Marketing
[updated 04.03.2020]
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Recommended as prerequisite for:
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Module coordinator:
Prof. Dr. Frank Hälsig |
Lecturer: Prof. Dr. Frank Hälsig
[updated 01.10.2016]
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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]
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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]
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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 - 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]
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