Principles of Marketing

The following details taken from the examination regulations MSWIWI/14, SMPO 6. Änderungsordnung (zum WS 2018/19) (08.02.2019) are for information purposes only and not legally binding. For legally binding information, please refer to the corresponding official examination regulations of the program Master in Management, Business and Economics.

Key Info

Basic Information

Studypath:
Master in Management, Business and Economics
Semester:
2
Course Type:
Lecture
Language:
English
Cycle:
Summer term
Scheduling:
First half of the semester
Course Units:
4.0
Credits:
5.0
Erasmus Capacity:
5
Compulsory Attendance:
No

Lecturer

Syllabus

Introduction into marketing management
Focus topics:
- Understanding the behavior of consumers and organizations
- Designing, executing, and interpreting market research
- Developing a marketing strategy and a competitive positioning

Shaping market offerings through the 4P
Focus topics:
- Product management and design
- Branding and brand architectures
- Positioning and pricing
- Developing communication strategies
- Building distribution models
- Marketing in different industries

Practical exercise: Case studies and development of own marketing strategy on the basis of real technologies/innovations.

Objectives

Overall goal is that students gain theoretical and practical knowledge in marketing as preparation for interdisciplinary leadership roles.

After successfully completing this course, the student will have acquired the following learning outcomes:

Knowledge / Understanding:
a) know and critically evaluate theories in the fields of consumer behavior and marketing research
b) know how to derive a marketing strategy based on an analysis of customer needs and competitive structure;
c) understand the unique challenges and requirements of marketing in different industries

Abilities / Skills:
a) able to implement a marketing strategy through a systematic and coordinated use of marketing instruments (i.e., product, price, promotion, place)
b) able to assess the effectiveness of different marketing instruments from a customer-centric perspective
c) able to assess how decisions regarding a marketing strategy affect a company’s different stakeholder groups

Competencies:
a) are able to communicate and explain their marketing strategy and their choice of specific marketing instruments for different industries, in particular via the given case studies

Prerequisites

None

Examination

Examination (40%, graded, 60min.) All components specified for the respective option need to be passed to pass the module, Project Work (50%, graded), Paper (10%, graded)

Further Information

No information available in English at the moment.

Literature

No information available in English at the moment.