graduate Business

Content:
The module teaches the relevant theories from selected areas of marketing. The contents are in detail: Buyer behavior, communication, business-to-business marketing, service marketing, logistics, e-commerce.

Further qualification objectives:
Students understand important subject areas of marketing and are able to apply them. They are able to 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 sound decisions and reflect on the potential effects in a wider context (economic system, society, ethics, etc.)
and can develop answers to specific questions from the field of marketing in groups as well as present the results in an understandable way. They have the ability to combine the knowledge areas of marketing with issues of general business administration and management.

Examination:
Term paper (approx. 5,000 words) with presentation and discussion (approx. 20 minutes in total)