Module Description

The primary objective of this course is to equip students with the knowledge and skills necessary for marketing in an international context. Participants will gain a comprehensive understanding of key marketing principles and concepts. Building on this foundation, students will engage with case studies of global brands, explore current marketing challenges, and complete a variety of assignments with an international perspective. By the end of the course, students will be able to apply marketing tools and frameworks at a basic to intermediate level.

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

•  Case study presentation in class 

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., & Balasubramanian, S. (2024). Principle of Marketing (19th
  global ed.). Pearson.

Optional:

• Additional literature provided on the Moodle platform