601.621 (24S) BUS 6: Marketing
Überblick
- Lehrende/r
- LV-Titel englisch BUS 6: Marketing
- LV-Art Vorlesung
- LV-Modell Blended-Learning-Lehrveranstaltung
- Online-Anteil 25%
- Semesterstunde/n 2.0
- ECTS-Anrechnungspunkte 4.0
- Anmeldungen 105
- Organisationseinheit
- Unterrichtssprache Englisch
- mögliche Sprache/n der Leistungserbringung Englisch
- LV-Beginn 14.03.2024
- eLearning zum Moodle-Kurs
Zeit und Ort
LV-Beschreibung
Intendierte Lernergebnisse
The aim of this introductory course to marketing is to provide students with the necessary skills to analyse markets as well as drafting marketing plans. After completion of this course students will be able to:
- Define the concept of marketing management
- Distinguish strategic and operative marketing actions
- Apply relevant marketing tools to analyse markets
- Synthesise different decision making areas in the marketing plan
- Relate marketing management to other marketing relevant areas like market research, consumer behaviour or responsible consumption
Lehrmethodik inkl. Einsatz von eLearning-Tools
This will be largely a classic lecture with online elements in form of virtual classrooms. Discussions, quizzes and exercises (online as offline), will be used to familiarise students with the content as well as apply it. The exam will be largely an application of the conveyed theory.
Inhalt/e
- The Marketing Concept
- Analysis of the Market and Environments
- Basics of Consumer Behaviour
- Segmenting - Targeting - Positioning
- Product Decisions: Branding, Packaging, Product Managemement
- Distribution Decisions: Channel Management, Retail and Logistics
- Promotion Decisions: Paid, Earned and Owned Channels - Basics of Communication, Sales Managemement
- Pricing Decisions: Pricing strategies
- Differences in the Marketing Programme: B2B, Service and Digital
Erwartete Vorkenntnisse
nil
Literatur
We will orientate on a classic marketing textbook from
Dibb S, Pride WM, Ferrell OC: Marketing Concepts and Strategies, Cengage Learning, 2019. 8th edition.
You may also use older versions or the new 2023 version.
This is a recommended reading you may acquire a copy but it is not mandatory. Alternatively you can also use other textbooks like:
Kotler P, Armstrong G: Principles of Marketing, Pearson Education, 2020.
Solomon M, Stuart EW, Marshall G: Marketing: Real People, Real Choices [Global Edition], Pearson, 2022.
The library offers also a range of marketing textbooks in English as well as in German which you may use for your convenience.
Prüfungsinformationen
Prüfungsmethode/n
Final written examination of 90 Minutes
Four examination dates
Prüfungsinhalt/e
Students will receive a range of knowledge and application questions related to the content of the lecture. Questions may relate also to problems of mini cases which aim to be solved in the exam.
Beurteilungskriterien/-maßstäbe
Answers will be evaluated using the following criteria for open questions:
- coherence of answers
- feasibility of the answer
- consistency
- line of argument
- quality of argument
- for calculations: correct answer, line of calculation
Beurteilungsschema
Note BenotungsschemaPosition im Curriculum
- Masterstudium Information and Communications Engineering (ICE)
(SKZ: 488, Version: 22W.1)
-
Fach: Management and Economics: Basic Courses
(Wahlfach)
-
3.3b Wahl von Lehrveranstaltungen aus den Pflichtfächern „Principles of Business“ und/oder „Principles of Economics“ aus dem Bachelorstudium „International Business and Economics (IBEC)“ (
0.0h XX / 8.0 ECTS)
- 601.621 BUS 6: Marketing (2.0h VO / 4.0 ECTS)
-
3.3b Wahl von Lehrveranstaltungen aus den Pflichtfächern „Principles of Business“ und/oder „Principles of Economics“ aus dem Bachelorstudium „International Business and Economics (IBEC)“ (
0.0h XX / 8.0 ECTS)
-
Fach: Management and Economics: Basic Courses
(Wahlfach)
- Bachelorstudium International Business and Economics
(SKZ: 516, Version: 19W.1)
-
Fach: Principles of Business
(Pflichtfach)
-
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)
-
Fach: Principles of Business
(Pflichtfach)
Gleichwertige Lehrveranstaltungen im Sinne der Prüfungsantrittszählung
-
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 2020
- 601.621 VO BUS 6: Marketing (2.0h / 4.0ECTS)
-
Sommersemester 2013
- 601.621 PS Marktorientierte Unternehmensführung (2.0h / 3.0ECTS)