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.

Mode of delivery

face to face

Type

compulsory

Recommended or required reading and other learning resources/tools

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

Planned learning activities and teaching methods

Lecture, discussions, group work, case studies

Assessment methods and criteria

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

Prerequisites and co-requisites

none

Infos

Degree programme

European Economy and Business Management (English)

Cycle

Bachelor

ECTS Credits

3.00

Language of instruction

English

Curriculum

Full-Time

Academic year

2023

Semester

3 WS

Incoming

No

Learning outcome

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.

Course code

1389-20-02-VZ-DE-39