2 hours of lecture + 2 hours of exercises (per week)
Total Workload:
180 hours
Module Duration:
One Semester
Exam:
Exam (about 5.000 words) with presentation and discussion (in total about 20 minutes)
Content:
The module provides the relevant theories from selected areas of marketing. The content includes consumer behavior, communication, business-to-business (B2B) marketing, service marketing, logistics, and e-commerce.
Additional Qualification Goals:
Students understand key areas of marketing and are able to apply this knowledge. They can critically reflect on their methodological prerequisites as well as the underlying paradigms and can present and explain complex issues in a structured manner using the theoretical concepts they have learned. They are able to make scientifically grounded decisions and reflect on the potential impacts in a broader context (economic system, society, ethics, etc.). They can work in groups to address specific marketing questions and present the results clearly. They possess the ability to connect marketing knowledge with issues in general business administration and management.