601.621 (20S) BUS 6: Marketing
Overview
- Lecturer
- Course title german BUS 6: Marketing
- Type Lecture
- Hours per Week 2.0
- ECTS credits 4.0
- Registrations 32
- Organisational unit
- Language of instruction English
- Course begins on 28.04.2020
- eLearning Go to Moodle course
Time and place
Course Information
Intended learning outcomes
The course provides an introduction to the field of marketing. At the end of the course students should have a full understanding of the concept of marketing. They should be able to identify and handle the most important areas of marketing planning and develop respective skills for evaluating strategic as well as operative marketing decisions. A strong focus is placed on the entrepreneurial relevance of marketing tasks.
Teaching methodology including the use of eLearning tools
Lectures, video material, class discussions, feedback questions.
Course content
The lecture starts out with a discussion of the evolvement of the marketing idea and introduces different approaches toward marketing (concepts of marketing). After a brief overview on strategic planning methods a detailed discussion of the core marketing instruments (product management, pricing, promotion/advertising, sales and logistics) and specific operational options for companies are provided. Further on, insights on marketing research techniques und customer behavior research are addressed. And finally, different sectors of marketing application (industry, services, international, nonprofit) and respective job opportunities are reflected with the students.
Literature
As a backup source: William M. Pride; O. C. Ferrell, Marketing, CengageLearning, Inc. (Do not buy it advance, details are advised in class).
Examination information
Grading scheme
Grade / Grade grading schemePosition in the curriculum
- Bachelor's degree programme International Business and Economics
(SKZ: 516, Version: 19W.1)
-
Subject: Principles of Business
(Compulsory subject)
-
1.7 BUS 6: Marketing (
0.0h VO, VI / 4.0 ECTS)
- 601.621 BUS 6: Marketing (2.0h VO / 4.0 ECTS) Absolvierung im 1., 2., 3., 4. Semester empfohlen
-
1.7 BUS 6: Marketing (
0.0h VO, VI / 4.0 ECTS)
-
Subject: Principles of Business
(Compulsory subject)
Equivalent courses for counting the examination attempts
-
Sommersemester 2024
- 601.621 VO BUS 6: Marketing (2.0h / 4.0ECTS)
-
Sommersemester 2023
- 601.621 VO BUS 6: Marketing (2.0h / 4.0ECTS)
-
Sommersemester 2022
- 601.621 VO BUS 6: Marketing (2.0h / 4.0ECTS)
-
Sommersemester 2021
- 601.621 VO BUS 6: Marketing (2.0h / 4.0ECTS)
-
Sommersemester 2013
- 601.621 PS Marktorientierte Unternehmensführung (2.0h / 3.0ECTS)