Fundamentals of Marketing
Marketing as a market-oriented management, markets with special emphasis on B2B marketing, marketing decisions, information gathering and processing, product policy, pricing and terms policy, communication policy, distribution policy, coordination of marketing tools, marketing agency, the marketing plan, Trojan marketing , unconventional marketing, case studies and checklists.
Technical Sales and Distribution Management (Bachelor)
Language of instruction
After completing the course "The Basics of Marketing" the students will be able to demonstrate the different sub-sections of marketing (product and product range policy, price policy, distribution policy, communication policy), and relate to these in practice (with special emphasis on B2B marketing), so that they can be critically evaluated together. The students will further be able to design simple marketing plans and evaluate them for use in practice in technical sales. In addition, they will be able to develop the sub-sections - market segmentation, market positioning and market research - and coordinate them in practice.