Modulbeschreibung

The main goal of this course is to prepare students for marketing in the international marketplace.
Students will develop a deep understanding of major principles of marketing and sales applied all
over the world. Based on their knowledge, students will work on different case studies of global
brands, discuss contemporary marketing issues, and carry out a wide range of assignments with an
international focus. As a result, students will be able to master well-known and new marketing concepts
and tools on a basic to intermediate level.

• As per model syllabus
• Good written and oral skills of the English language
• No previous marketing knowledge required

• Einzelreferat

Case study presentation in class: grading: passed or failed; a passed case study presentation is
required for exam participation

Professional competences:

Participants can

• understand key marketing concepts
• understand social and ethical challenges related to marketing
• understand the steps of the marketing research process
• understand elements of customer-driven marketing strategies
• unterstand approaches and instruments related to all areas of the marketing mix

Methodological competences:

Participants can

• describe and discuss marketing research projects on a basic to intermediate level
• conduct basic marketing planning and apply concepts of strategic marketing such as
  segmentation, targeting, and positioning
• describe and evaluate marketing programs by applying major concepts from product and brand
  management, services marketing, pricing, sales channel management, and communication
• calculate selected marketing metrics

Self-competences:

Participants can

• make informed decisions in business contexts
• work in international and intercultural teams
• solve problems through creativity techniques
• give presentations and lead discussions

Topic area I: Introduction to Marketing

• Steps of the marketing process
• Marketing management orientations
• Customer value and customer relationships
• Social and ethical criticisms of marketing
• Environmental sustainability

Topic area II: Marketing Research

• Marketing information needs and systems
• Steps of the marketing research process
• Different research approaches and contact methods

Topic area III: Strategic Marketing

• Strategic planning
• Business portfolio analysis
• Market segmentation
• Market targeting strategies
• Positioning
• Competitive analysis and competitive strategies

Topic area IV: Products, Services, and Brands

• Product and service classifications
• Individual product and service decisions
• Product line decisions
• Brand strategies
• The new product development process
• Product life-cycle strategies
• Characteristics of services
• The service profit chain
• Managing service quality

Topic area V: Pricing

• Major pricing strategies
• Product mix pricing strategies
• Price adjustment strategies

Topic area VI: Sales channels

• Channel behavior
• Vertical and horizontal marketing systems
• Channel design decisions

Topic area VII: Communication

• Integrated marketing communications
• Steps in developing effective marketing communication
• Setting the promotion budget
• Major promotion tools

Lectures, class discussions, case studies, electronic quizzes, individual, and group assignments.
The course takes a strictly international perspective.

Mandatory:

• Powerpoint slides and lecture notes
• Case studies and examples from practice
• Quizzes and in-class assignments
• Textbook: Kotler, P., Armstrong, G., & Opresnik, M. O. (2021). Principles of Marketing (18th
  global ed.). Pearson Education.

Optional:

• Additional literature provided on the Moodle platform