Principles of Marketing

22C9002

Bachelor

English

5.0

only winter term

1 semester

Students will gain a thorough overview of the instruments of market research, as well as the fields of products, prices, communication and distribution, whereby individual tools will always be considered in connection with others. It raises awareness of the challenge of using the marketing mix (according to the respective goals) in a promising way.

1. Development of marketing (focus on CSR)
2. Marketing environment
3. Customer behavior
4. Market segmentation, targeting, differentiation, positioning
5. Product, service, brands, life-cycle-management, service profit chain
6. Pricing, value, strategies
7. Marketing channels, value networks, channel design decisions, types of retailers, logistics, information chain, retailing trends
8. Integrated marketing communications, communication process, effective marketing communication

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

• Portfolio exam

The portfolio examination consists of:

PFP1: a presentation (30%) and a one-hour exam (70%)
PFP2: a seminar paper with oral and written parts (R; 30%) and a one-hour exam (70%)
PFP3: a written case study (FSS; 30%) and a one-hour exam (70%)

Presentation: approx. 10-15 minutes

Written exam: in accordance with the valid study regulations

Seminar paper: approx. 5-10 pages/ approx. 10 -15 minutes

Written case study: approx. 15 pages

The requirements are specified in the relevant class.

None

Students who successfully complete this module have a deeper understanding of the marketing-mix.

Students who successfully complete this module have a deeper understanding of definitions (e.g. price politics) and marketing processes.

Students who successfully complete this module can work in marketing departments in different markets and are able to use marketing instruments.

Students who successfully complete this module are able to:

• apply basic theoretical knowledge using a case study as an example.
• gain a basic understanding of actors (e.g. companies, suppliers) in the market.
• understand what decisions need to be made in a practical context.

Students who successfully complete this module are able to:

• understand how companies can create value for different stakeholders through models in the work process.
• understand/classify innovations in the development process according to their sustainable impact.
• differentiate between static-linear and dynamic-complex process models.

Students who successfully complete this module can explain cultural differences and are able to present their marketing ideas in front of the group.

Students who successfully complete this module:

• can weigh up conflicting goals in marketing and make / prioritize decisions.
• receive the basics to maintain their own basic (ethical) understanding.

• Griese, Kai Michael

• Griese, Kai Michael