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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.
Industrial Engineering, Bachelor, ASPO 01.10.2021
Module code: WIBb21-710
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.
P450-0333
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.
30SU (30 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: 7
Mandatory course: yes
Language of instruction:
German
Assessment:
Exam

[updated 18.06.2025]
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).
450 class hours (= 337.5 clock hours) over a 15-week period.
The total student study time is 150 hours (equivalent to 5 ECTS credits).
There are therefore -187.5 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
None.
Recommended as prerequisite for:
Module coordinator:
Studienleitung
Lecturer: Studienleitung

[updated 08.10.2021]
Learning outcomes:
After successfully completing this module, students will be able to classify marketing as a cross-functional business concept that ensures long-term business security. They will be familiar with the basic principles and objectives of marketing as well as its various areas. They will be able to demonstrate basic knowledge of the four instruments of the marketing mix and explain how they are interrelated.
 
 
In a practical component, students will independently develop a strategic/operational marketing plan within the framework of the marketing management process in a real-world case study, applying the knowledge they have acquired in theory.

[updated 18.06.2025]
Module content:
Marketing basics:
 
• Marketing development stages
• The principle of marketing
• Core marketing concepts and terms
• Building blocks of a marketing concept:
 
- Requirements, preferences, and demand
- Offers (products, services, and experiences)
- Customer benefits and satisfaction
- Exchange, transaction, and relationships
- Markets
 
• Purchasing decision process
• Marketing perspective
• Marketing as a management task: The management process
• Marketing environment: Factors influencing marketing decisions
 
 Market segmentation:
 
• Principle and benefits of market segmentation
• Market segmentation as the basis for further marketing steps
 
Marketing strategies:
 
• Strategic corporate planning
• Strategic marketing planning
• Strategic analysis methods:
 
- SWOT analysis
- Portfolio analysis
- Product-market matrix
- Competitive strategies according to Porter (??)
- Experience curve (??)
- Product life cycle
 
Marketing tools - the marketing mix
 
• Basics:
 
- Product policy
- Pricing policy
- Distribution policy
- Communication policy
 


[updated 18.06.2025]
Teaching methods/Media:
Lectures, seminar-style teaching, digitally supported teaching, self-study

[updated 18.06.2025]
Recommended or required reading:
- Kotler, P. et al (aktuelle Auflage): Grundlagen des Marketing, München: Pearson Studium
- Walsh, G., Deseniss, A., Kilian, Th. (aktuelle Auflage): Marketing, Eine Einführung auf der Grundlage von Case Studies, Berlin: Springer Gabler
- Meffert, H. et al. (aktuelle Auflage): Marketing. Grundlagen marktorientierter Unternehmensführung. Wiesbaden: Gabler.
- Esch, F.-R., Herrmann A., Sattler H. (aktuelle Auflage): Marketing, München: Vahlen

[updated 18.06.2025]
 
[Wed Jul  9 20:52:17 CEST 2025, CKEY=wmh, BKEY=wit, CID=WIBb21-710, LANGUAGE=en, DATE=09.07.2025]