Portal
Marketing and Sales
Lehrinhalte
Fundamentals and basic concepts of marketing Customer benefits and customer satisfaction Market segmentation in national and international markets Targeting and positioning in national and international markets Market research Branding, public relations, and reputation management Price policy in national and international markets Communication policy in national and international markets (including social media) Distribution policy and distribution channels in national and international markets Sales policy
Art der Vermittlung
Präsenzveranstaltung
Art der Veranstaltung
Pflichtfach
Empfohlene Fachliteratur
Blythe, J. & Martin, J. (n. d.). Essentials of Marketing (most current edition). Pearson Education Limited.
Lern- und Lehrmethode
Lecture, discussions, case studies
Prüfungsmethode
Performance is assessed with a combination of continuous assessment (30%) during the integrated course and a final written examination (70%). Competence-related assessment criteria: correctness of content, correct application of relevant methods Formal assessment criteria: complete answers to specific questions, accuracy in various analyses
Voraussetzungen laut Lehrplan
Betriebswirtschaft und Unternehmensführung
Schnellinfos
Unterrichtssprache
Deutsch
Studienjahr, in dem die Lerneinheit angeboten wird
SS2027
Incoming
Nein
Lernergebnisse der Lehrveranstaltung
After successfully completing the course, students will be able to define the basic terms of marketing and distinguish between basic marketing concepts, interpret marketing-oriented business administration and its interrelationships, put together a suitable marketing mix for companies of various sizes and industries.
Kennzahl der Lehrveranstaltung
0387-26-01-BB-DE-20