Marketing

The development of marketing, market forms, market research, marketing strategies, marketing segmentation, the organisation of marketing, marketing goals and strategies, product policy, price policy (price setting procedure, price differentiation and discounts policy), forms of sales (direct and indirect sales), communication policy (advertising, sales promotions, public relations and personal sales), marketing-mix, international marketing, the legal aspects of marketing.

Art der Vermittlung

Präsenzveranstaltung

Art der Veranstaltung

Pflichtfach

Empfohlene Fachliteratur

Blythe, J. / Yesne, M. (2019): Essentials of Marketing, recent. (currently 7th) edition, Harlow et al., Prentice Hall

Lern- und Lehrmethode

Lecture, discussions, group work, case studies

Prüfungsmethode

Continuous assessment (marketing concept based on real life project) and final exam (application-oriented questions)

Voraussetzungen laut Lehrplan

none

Schnellinfos

Studiengang

European Economy and Business Management (English)

Akademischer Grad

Bachelor

ECTS Credits

3.00

Unterrichtssprache

Englisch

Studienplan

Vollzeit

Studienjahr, in dem die Lerneinheit angeboten wird

2023

Semester in dem die Lehrveranstaltung angeboten wird

3 WS

Incoming

Nein

Lernergebnisse der Lehrveranstaltung

After successfully completing this course, the students can develop a comprehensive corporate marketing concept based on the formulation of the marketing strategy, including the planning of marketing instruments with regard to product policy, pricing policy, communication and forms of distribution.

Kennzahl der Lehrveranstaltung

1389-20-02-VZ-DE-39