Qualification objectives of the module
The students are familiar with basic questions and problem areas with regard to the real economy and, in particular, the field of marketing. They know the meaning and structure of exchange processes. They can apply key analysis tools of the strategic and operative marketing and, in particular, even within the international field, without any problems.
Module contents
- Introduction
- Exchange, markets and competition
- Consumer behavior
- Strategic marketing
- Operative marketing
- Product policy
- Price policy
- Sales policy
- Communications policy - Selected contexts of application
Literature:
Freiling, Jörg / Reckenfeldbäumer, Martin (2009): Markt und Unternehmung:
Eine marktorientierte Einführung in die Betriebswirtschaftslehre, 3. Aufl.,
Wiesbaden (Gabler), 2009.
Homburg, Christian / Krohmer, Harley (2009): Grundlagen des Marketingmanagements:
Einführung in Strategie, Instrumente, Umsetzung und Unternehmensführung,
2. Aufl., Wiesbaden (Gabler), 2009.
Walsh, Gianfranco / Klee, Alexander / Kilian, Thomas (2009): Marketing: Eine
Einführung auf Grundlage von Case Studies, Dordrecht et al. (Springer),
2009.