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

• 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

Through Campus Management

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

• 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

Content:

In this module, students gain an overview of the fundamentals of business and service marketing. Students engage with:

• Value creation structures and market stages in business and service markets
• Organizational buying behavior
• Customer integration
• Relationship management in business and service marketing
• Action levels in business and service marketing
• Basic procurement decisions of the buyer and buyer-side usage processes
• Buyer types and market segmentation in B2B marketing
• Business types in business and service markets
• Business-type-specific marketing

Additional Qualification Goals:

• Students have an understanding of the market stage structures in the respective markets and are familiar with the specifics of buying behavior of business and service customers, as well as the impact of customer integration and business relationships on such markets
• They possess knowledge regarding the peculiarities, instruments, and strategies of marketing in business-to-business and service markets and are capable of deriving business-type-specific marketing activities

In this module, students are introduced to the essential fundamentals of academic work. This enables them to critically evaluate research results. The focus includes, among others, the following content:

• Theory and justifications for choosing a theory
• Relationship between theory and empirical research
• Methods of data collection and analysis (qualitative and quantitative)
• Scientific reasoning and evidence
• Planning and, if necessary, implementation of an individual research project

Each seminar focuses on different thematic and methodological aspects. For further information, visit the website of the Marketing Department.

• Students are familiar with current research results in the field of "Marketing" and can critically examine and appreciate them
• They are particularly well-prepared, both in terms of content and methodology, for a bachelor's thesis arising from this specialization