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Current Topics in Marketing

Qualification objectives

Upon successfully completing the module, students possess the following competencies: They will be able to critically reflect on current theories and research results from marketing and will be able to transfer these to their professional background. They can independently develop, structure, justify and appropriately formulate their own scientific argumentation on current topics in the field of marketing. They can present complex issues and their classification in the overall context of the scientific subject area in a clear and comprehensible manner.

Contents

Current topics from the research areas of marketing science, for example issues of business-to-business marketing, service marketing, business relationship management, competitive strategies and leadership skills, empirical marketing research, buying behavior, marketing planning. Literature research, scientific work techniques, presentation techniques.