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Module name (EN): Marketing
Degree programme: Business Administration, Bachelor, ASPO 01.10.2020
Module code: BBWL-2020-150
Hours per semester week / Teaching method: 4V (4 hours per week)
ECTS credits: 5
Semester: 1
Mandatory course: yes
Language of instruction:
Written exam (90 min. / can be repeated semesterly)

[updated 02.01.2019]
Applicability / Curricular relevance:
BBWL-150 Business Administration, Bachelor, ASPO 01.10.2012, semester 1, mandatory course
BBWL-150 Business Administration, Bachelor, ASPO 01.10.2016, semester 1, mandatory course
BBWL-2020-150 Business Administration, Bachelor, ASPO 01.10.2020, semester 1, mandatory course
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 150 hours (equivalent to 5 ECTS credits).
There are therefore 105 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
Recommended as prerequisite for:
BBWL-2020-542 Specialization (SP) Module 2: Marketing Tools

[updated 22.02.2020]
Module coordinator:
Prof. Dr. Nicole Schwarz
Lecturer: Prof. Dr. Nicole Schwarz

[updated 01.10.2016]
Learning outcomes:
After successfully completing this module, students will be able to:
- list, describe and put basic marketing terms and content
  into context
- describe and explain different areas of marketing
- apply the steps for developing a marketing strategy
- describe the most important areas and methods of marketing information
- explain the importance of consumer behavior research for the field of marketing
- reflect basic knowledge about the marketing tools and
  demonstrate the relationship between them
- independently develop the content of the lecture on the basis of self-chosen/pre-selected
- work independently on smaller marketing issues in the form of case studies from practical experience using the theoretical knowledge acquired in the module
- Marketing development stages

[updated 02.01.2019]
Module content:
- Concept of market-oriented corporate management and the marketing management
- Principles of consumer behavior and market research
- Market segmentation methods
- Approaches to strategic marketing (KKV, SWOT, Product Market Matrix)
- Basic principles of product policy, pricing policy, communication and
  distribution policy  

[updated 02.01.2019]
Teaching methods/Media:
Lecture with group work and case studies    

[updated 02.01.2019]
Recommended or required reading:
- Homburg, C., Krohmer, H. (2009), Marketingmanagement, 3. Auflage. Wiesbaden:
- Kotler, P. et al (2010): Grundlagen des Marketing, 5. Auflage. München:
  Pearson Studium
- Kroeber-Riel, W., Weinberg, P., Gröppel-Klein, A.  (2008):
  Konsumentenverhalten, 9. Aufl., München: Vahlen
- Meffert, H. et al. (2008): Marketing. Grundlagen marktorientierter
  Unternehmensführung. 10., vollst. überarb. u. erw. Auflage. Wiesbaden: Gabler.
- Nieschlag, R., Dichtl, E., Hörschgen, H. (2002), Marketing, 19. Auflage.
  Berlin: Duncker & Humblot
- Weis, H.-C. (2009), Marketing, 15. Auflage. Ludwigshafen: Kiehl

[updated 02.01.2019]
[Thu Dec  2 00:52:26 CET 2021, CKEY=bmo, BKEY=bbw3, CID=BBWL-2020-150, LANGUAGE=en, DATE=02.12.2021]