Modulbeschreibung

Marketing

ECTS-Credits:
6
Lernziele:

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.

Kurse in diesem Modul

Marketing:

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
Vorlesung mit 4 Lektionen pro Woche
Disclaimer

Diese Beschreibung ist rechtlich nicht verbindlich! Weitere Informationen finden Sie in der detaillierten Modulbeschreibung.