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.

Mode of delivery

face to face

Type

compulsory

Recommended or required reading and other learning resources/tools

Anlanger, Roman, Mag. (FH), Skriptum (2013): Grundlagen Marketing; Anlanger, Roman, Engel, A. Wolfgang, (2013) Trojanisches Marketing II, Haufe, München

Planned learning activities and teaching methods

Lectures, using self generated scripts; the practical aspect is paramount, beside the theoretical fundamentals.

Assessment methods and criteria

written exam in order to assess learning outcomes

Prerequisites and co-requisites

introduction class, no subject specific prerequisite

Infos

Degree programme

Technical Sales and Distribution Management (Bachelor)

Cycle

Bachelor

ECTS Credits

2.00

Language of instruction

German

Curriculum

Part-Time

Academic year

2023

Semester

2 SS

Incoming

No

Learning outcome

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.

Course code

0480-18-01-BB-DE-13