2 hours of lecture + 2 hours of exercises (per week)
Total Workload:
180 hours
Module Duration:
One Semester
Exam:
Written exam (120 minutes)
Content:
In this module, students gain insights into marketing. The module serves as a foundation for the subsequent specialized modules in the field of marketing. Students engage with:
Basic concepts of marketing
Development of marketing strategies
Identification of target markets
Exchange and competitive advantages
Market research
Buyer behavior
Product policy
Product innovation
Pricing policy
Communication policy
Distribution policy
and Marketing planning
Additional Qualification Goals:
Basic knowledge of analysis methods
Instruments and strategies of marketing
Theoretical representations and the analysis of case studies enable students to analyze marketing activities and their connection to other operational functional areas and develop initial problem solutions
Acquired basic knowledge in marketing enables students to communicate and collaborate with differently specialized business administrators
Highlighting intercultural and international diversity is integrated as a cross-cutting theme and sensitizes students to research methods and evaluations