Marketing

Affiliation to semester	2
Duration	1 semester
State of the module	Compulsory module
Frequency of offering	Each semester
ECTS	5
Hours of compulsory in credit hours	4
Learning outcome / competencies	Students have acquired basic knowledge in the "Marketing" research discipline. They are able to analyse different marketing scenarios and use the marketing mix in practice. Students can critically analyse practical approaches to marketing and propose improvements.
Level	1a
Necessary requirements	None
Recommended requirements	None
Method of examination (applicable are §§ 9-14 RStPO)	Presentation 35 % Written examination 65 % Both parts need to be passed.
Performance rating	Differentiated by grades
Corresponding units	Marketing (SL)

Unit 1

Name of the unit	Marketing (SL)
Name of the corresponding module	BIB 2.5 Marketing
Language	English
Rate of workload for the unit	120 hours à 60 minutes
Rate of hours of compulsory in credit hours	4
Type of learning	SL
Content of the unit	Principles of marketing and definitions Marketing concepts Consumer behaviour (“consumers and organizational buyers”) Market research Marketing orientated planning and aim of marketing Market segmentation and market selection Marketing mix (incl. online-marketing) Organisation and controlling in the marketing
Literature	Kotler, Philip; Keller, Kevin Lane: Marketing management, Prentice Hall. Kotler, Philip; Armstrong, Gary: Principles of Marketing - European Edition, topical edition (to the 6th Edition, 2013)