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Marketing and Market Research

Module name (EN): Marketing and Market Research
Degree programme: International Business, Bachelor, ASPO 01.10.2020
Module code: IBB-240
Hours per semester week / Teaching method: 4VF (4 hours per week)
ECTS credits: 5
Semester: 2
Mandatory course: yes
Language of instruction:
Written exam (90 minutes / can be repeated semesterly)

[updated 25.11.2019]
Applicability / Curricular relevance:
IBB-240 International Business, Bachelor, ASPO 01.10.2020, semester 2, 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:
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:
Prof. Dr. Tatjana König
Lecturer: Prof. Dr. Tatjana König

[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]
[Tue Oct 26 05:04:54 CEST 2021, CKEY=imu, BKEY=ibw4, CID=IBB-240, LANGUAGE=en, DATE=26.10.2021]