Principles of Marketing (GPP)
|Instructor||Dr. Gunnar Mau, Catharina Werner, Manuel Schild, Markus Lars Quaiser|
|Scope of Course||4 hours per week; Workload: 150h / Semester|
|Number of Places||120|
To enroll, register for the course in the Campus Management system during the registration period (note that there is a participant limit!).
The times can be found in the FU course catalog.
The lecture will be held by Dr. Gunnar Mau in Garystraße 21, 14195 Berlin-Dahlem in room HS 107.
The lecturers of the practices are Manuel Schild, Catharina Werner and Markus Lars Quaiser; they will be alternating.
Please note that the final grade is composed of a presentation held in groups and a written paper regarding this presentation.
Access to the module in the Blackboard system is only possible with a password that you will receive during the first lecture. No further questions regarding this topic will be answered.
This module is aimed at students from non-economic Bachelor study courses who want to gather credit points in the GPP competence area "Organization and Management".
The module is a project seminar with 4 weekly hours during the semester and 5 achievable ECTS credit points. The exercises are distributed across the semester onto two class sessions per week. The lectures take place during the semester as two block events of two days each.
The students know and can handle fundamental analysis methods, strategies and instruments of market-oriented leadership. The students analyze marketing activities from companies and the relationship of these to other operational areas. They can develop rudimental solutions for practical problems of marketing.
- Identification of key markets
- Exchanges in markets and competitive advantes
- Market research
- Consumer behavior
- Marketing design
- Product policy
- Product innovation
- Price policy
- Communication policy
- Distribution policy
These topics are taught using introductory portrayals and through work on practice-oriented tasks and case studies.
Please note that all lecture sessions have to be attended, while one exercise session for each topic has to be attended.
All exercises and lectures take place in the Garystraße 21.
A reader is provided at the beginning of the course over the course site in the Blackboard system. Accompanying, mandatory literature: Kuß, A., Kleinaltenkamp, M. (2013) Marketing-Einführung, 6. überarbeitete Auflage (available as a digital download in the library portal Primo on the FU campus network).