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Module name (EN): Marketing
Degree programme: Cultural Management, Propädeutikum, ASPO 01.10.2018
Module code: BAKM-040
SAP-Submodule-No.: P430-0012
Hours per semester week / Teaching method: 4VU (4 hours per week)
ECTS credits: 6
Semester: 1
Mandatory course: yes
Language of instruction:
Written exam (90 minutes)

[updated 19.11.2019]
Exam recurrence:
The information regarding exam recurrence is found within the exam policy of the study programme (ASPO).
Applicability / Curricular relevance:
BAKM-040 (P430-0012) Cultural Management, Propädeutikum, ASPO 01.10.2018, semester 1, mandatory course
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 180 hours (equivalent to 6 ECTS credits).
There are therefore 135 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
BAKM-010 Introduction to Business Administration
BAKM-020 Business Management and HR Management

[updated 23.10.2018]
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Nicole Schwarz
Prof. Dr. Achim Schröder
Prof. Dr. Nicole Schwarz

[updated 23.10.2018]
Learning outcomes:
After successfully completing this module, students will:
_        be able to name, describe and contextualize basic marketing terms and content,
_        be able to describe and explain different areas of marketing,
_        be able to apply the steps for developing a marketing strategy,
_        be able to describe the most important areas and methods of marketing information,
_        be able to explain the importance of consumer behavior research for the field of marketing,
_        be able to provide basic knowledge about marketing tools and the relationships between them,
_        be able to develop the content of the lecture independently on the basis of hand-picked literature,
_        be able to work independently on smaller marketing issues in the form of case studies from practical experience using the theoretical knowledge acquired in the course.

[updated 19.11.2019]
Module content:
_        Marketing development stages
_        Concept of market-oriented corporate management and the marketing management process
_        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 19.11.2019]
Teaching methods/Media:
Lecture with group work and case studies

[updated 19.11.2019]
Recommended or required reading:
_        Homburg, C., Krohmer, H., Marketingmanagement, Wiesbaden: Gabler, latest edition.
_        Kotler, P. et al., Grundlagen des Marketing, München: Pearson Studium, latest edition.
_        Kroeber-Riel, W., Weinberg, P., Gröppel-Klein, A., Konsumentenverhalten, München: Vahlen, latest edition.
_        Meffert, H. et al., Marketing. Grundlagen marktorientierter Unternehmensführung, Wiesbaden: Gabler, latest edition.
_        Nieschlag, R., Dichtl, E., Hörschgen, H., Marketing, Berlin: Duncker & Humblot, latest edition.
_        Weis, H.-C., Marketing, Ludwigshafen: Kiehl, latest edition.

[updated 19.11.2019]
[Fri Aug 19 15:38:09 CEST 2022, CKEY=kmd, BKEY=km1, CID=BAKM-040, LANGUAGE=en, DATE=19.08.2022]