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Marketing and Market Research

Module name (EN):
Name of module in study programme. It should be precise and clear.
Marketing and Market Research
Degree programme:
Study Programme with validity of corresponding study regulations containing this module.
International Business, Bachelor, ASPO 01.10.2020
Module code: IBB-240
The exam administration creates a SAP-Submodule-No for every exam type in every module. The SAP-Submodule-No is equal for the same module in different study programs.
Hours per semester week / Teaching method:
The count of hours per week is a combination of lecture (V for German Vorlesung), exercise (U for Übung), practice (P) oder project (PA). For example a course of the form 2V+2U has 2 hours of lecture and 2 hours of exercise per week.
4VF (4 hours per week)
ECTS credits:
European Credit Transfer System. Points for successful completion of a course. Each ECTS point represents a workload of 30 hours.
Semester: 2
Mandatory course: yes
Language of instruction:
Written exam (90 minutes / can be repeated semesterly)

[updated 25.11.2019]
Applicability / Curricular relevance:
All study programs (with year of the version of study regulations) containing the course.

IBB-240 (P420-0252) International Business, Bachelor, ASPO 01.10.2020 , semester 2, mandatory course
Workload of student for successfully completing the course. Each ECTS credit represents 30 working hours. These are the combined effort of face-to-face time, post-processing the subject of the lecture, exercises and preparation for the exam.

The total workload is distributed on the semester (01.04.-30.09. during the summer term, 01.10.-31.03. during the winter term).
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:
IBB-310 International HR Management and Organization
IBB-442 International Marketing Management
IBB-443 International Marketing Seminar
IBB-610 Competition and Corporate Strategy

[updated 06.03.2020]
Module coordinator:
Lecturer: N.N.

[updated 25.11.2019]
Learning outcomes:
After successfully completing this module, students will
- be able to explain basic marketing concepts and the marketing management process
  and critically evaluate marketing campaigns,
- be able to explain the necessity of intercultural marketing and identify, explain and reflect on fundamental
  orientation patterns of international marketing,
- be able to explain basic concepts and models of consumer behavior research, describe and exemplify factors
  influencing purchase decisions and  
- be able to describe the basic idea of market segmentation, approaches, and criteria, as well as
  implementation examples,
- be able to illustrate the connections between the importance of information in the marketing process and
  the essential tasks of market research,
- be able to explain the benefits and drawbacks of various forms of information search and data gathering (Primary vs. secondary information, online, face-to-face, phone, etc.)

[updated 04.02.2020]
Module content:
- Concept of marketing, market-oriented management and the
  marketing management process
- Critical assessment of the impact of marketing on society
- International marketing orientations, standardisation-differentiation paradigm
- Market segmentation methods, transnational target groups
- Importance of information in the marketing decision process
- Principles/antecedents of consumer behavior
- Principles ands tasks of market research
- Different forms of market research (primary/secondary, in-house/outsourced,
  quantitative/qualitative market research)
- Phases and conception of the market research process
- Sampling techniques
- Methods and instruments for gathering information

[updated 04.02.2020]
Teaching methods/Media:
Lecture with group work and case studies

[updated 25.11.2019]
Recommended or required reading:
Homburg, Ch./Küster,S./Krohmer, H. (latest Edition): Marketing Management, McGrawHill
Kotler, P./Keller : Marketing Management, Global edition, Pearson
Müller, S.; Gelbrich, K.: Interkulturelles Marketing, München (latest Edition)
Keegan, W.J.: Green, M.C.: Global marketing, Boston et al. (latest Edition)
Kotabe. M.; Helsen, K.: Global marketing management, Hoboken (latest Edition)
Mooij, M: Consumer behavior and culture : consequences for global marketing and advertising, Los Angeles
(latest edition)

[updated 23.12.2019]
[Sun Jun 16 18:20:22 CEST 2024, CKEY=imu, BKEY=ibw4, CID=IBB-240, LANGUAGE=en, DATE=16.06.2024]