Principles of Marketing

22B1756

Bachelor

English

5.0

winter- and summerterm

Summer and winter term

1 semester

This lecture is designed as an introduction to marketing.

Marketing is of central importance to companies for the successful cultivation of markets, for value-creating customer loyalty and for sustainable and digital business. To implement their market orientation, companies must optimally design and coordinate their processes, structures and content within the framework of marketing management.

Course contents are:

• General basics of marketing
• Relevant theories and methods
• Marketing planning and process: Selected aspects of strategic and operational marketing as well as marketing controlling
• Exercises and case studies for practical transfer

The total workload for the module is 150 hours (see also "ECTS credit points and grading").

• Written examination or
• Oral presentation, with written elaboration or
• Portfolio exam

• The portfolio examination comprises 100 points and consists of a one-hour written examination (K1) and a term paper (HA).
• K1 and HA are each weighted with 50 points.

• Written examination: See valid study regulations
• Presentation (with written paper): Presentation (approx. 15-25 minutes) plus written paper (approx. 5 pages).
• Term paper as part of the portfolio examination: Approx. 10-15 pages.
• The requirements are specified in the respective course.

none

Students who have studied this module have a broad basic knowledge of marketing. They can explain and classify essential theories, methods and contents, exemplify them with examples and apply them fundamentally.

The students have a sound knowledge of selected theories, methods and contents. They understand, interpret and discuss relevant marketing topics and decisions and are able to deepen their knowledge independently.

Students can classify, analyse and comment on relevant marketing topics. They can reflect on their own arguments as well as those of others, check them and weigh them against each other against the background of professional plausibility.

• Students learn, analyse and interpret relevant theories, methods and contents.
• Students apply their knowledge in exercises and case studies and develop practical solutions in line with the state of the art.
• Students know the specific vocabulary in marketing and can use it correctly in relation to the situation.

Students learn the basics of marketing and develop innovative approaches to solving problems by working on selected problems within the framework of exercises and case studies.

• Students can present their work results orally and in writing in a clearly structured form, using appropriate specialist vocabulary.
• Students can reflect on and take into account different points of view and arguments.
• Students can identify solutions to problems in the subject area and justify them methodically in discourse with representatives of the subject area and with people from outside the subject area.
• Students can communicate appropriately with representatives of the subject area and with people from outside the subject area.

Students learn to assess the necessary qualification profile for professional action in marketing and to review and critically reflect on their own role as well as their consumer behaviour.

On the one hand, this basic course imparts central knowledge about marketing; on the other hand, it serves as a foundation for more in-depth courses. In the area of International Management these include in particular the courses: Digital Marketing and Analytics and Advanced Topics in Marketing (abroad).

• Business Law, LL.B.

• International Business and Management, B.A.

• International Management, B.A.

• Business Administration and Management, B.A.

• Franke, Jürgen

• Franke, Jürgen