Marketing, English

Faculty of Business Management and Social Sciences

Version 6.0 of 10/16/2017

22B1299

Marketing, English

• Betriebswirtschaft und Management - WiSo (B.A.)
• Internationale Betriebswirtschaft und Management (B.A.)
• International Management (B.A.)

1

To safeguard a sustainable competitiveness of companies, to cultivate markets and to gain customer’s loyalty marketing has a central meaning. For the implementation of a consistent market orientation all processes in the context of marketing management must be created and coordinated as well as possible.

1. General basics of marketing
2. Relevant theories and methods
3. Marketing planning and processes – requirements and design principles
4. Strategic and operative marketing
5. Marketing controlling
6. Exercises for the transfer of practical experience

Knowledge Broadening
Students who have studied this module have broad fundamental knowledge of marketing. They know the current theories, methods, design principles, and optimization approaches they indicate important developments and requirements.
Knowledge Deepening
Students understand and interpret relevant marketing subjects and decisions in consideration of strategic and operative aspects as well as their interdependencies.
Instrumental Skills and Competences
Students use certain theories and methods for the design and optimization of marketing processes and for the decision making.
Communicative Skills and Competences
Students know the specific vocabulary in marketing and can use it in the respective situation.
Systemic Skills and Competences
Students recognize, grasp and analyse in case studies complex relationships and develop specific solutions.

Lectures, exercises, case studies, presentations

none

Meyer, Ulrike

• Eggers, Sabine
• Franke, Jürgen
• Griese, Kai Michael
• Roll, Oliver
• Wolf, Alexander Karsten
• Wesselmann, Stefanie
• Meyer, Ulrike

5

1. Philip Kotler, Gary Armstrong, Lloyd C.Harris, Nigel Piercy: Grundlagen des Marketing, 6. aktualisierte Auflage, Halbermoss 2016
2. Heribert Meffert, Chrisitoph Burmann, Manfred Kirchgeorg: Marketing. Grundlagen marktorientierter Unternehmensführung. Konzepte -. Instrumente – Praxisbeispiele, 12 Auflage, Wiesbaden 2015
3. Jochen Becker: Marketing-Konzeption. Grundlagen des zielstrategischen und operativen Marketing-Managements, 10. erweiterte Auflage, München 2013
4. Masaaki Kotabe, Kristiaan Helsen: Global marketing management, Hoboken, NJ Wiley 2014 6. ed.
5. Gary Armstrong / Philip Kotler / Marc Oliver Opresnik: Marketing: An Introduction. Gobal Edition, 12. Edition, Boston 2015

• Two-Hour Written Examination
• Oral Presentation / Seminar Paper

Knowledge of the basics, principles and methods for the design and optimization of marketing processes

1 Term

Winter and Summer Term

English