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 an overview of the fundamentals of marketing planning. Students engage with:
Cause-oriented marketing management
Brand value management
Basics of statistical analysis for quantitative marketing management
Strategic marketing planning
Customer Relationship Management
Marketing automation
Customer value management
Marketing controlling
Information foundations of marketing planning
Methodological foundations of market research
Market-oriented corporate planning
Market-oriented business field planning
Marketing mix planning
Implementation and control of marketing measures
Additional Qualification Goals:
Students know and understand the central, fundamental elements of marketing planning and their interconnections, the market research methods, and controlling approaches used for it, as well as the application of the conveyed concepts to practical issues
They are capable of contextualizing both the instruments and the quantitative analysis methods of marketing in the context of marketing planning and applying them to specific case studies