Intendierte Lernergebnisse
The aim of this introductory course to marketing is to provide students with the necessary skills to analyse markets as well as drafting marketing plans. After completion of this course students will be able to:Define the concept of marketing managementDistinguish strategic and operative marketing actionsApply relevant marketing tools to analyse marketsSynthesise different decision making areas in the marketing planRelate marketing management to other marketing relevant areas like market research, consumer behaviour or responsible consumption
Lehrmethodik inkl. Einsatz von eLearning-Tools
This will be largely a classic lecture with online elements in form of virtual classrooms. Discussions, quizzes and exercises (online as offline), will be used to familiarise students with the content as well as apply it. The exam will be largely an application of the conveyed theory.
Inhalt/e
The Marketing ConceptAnalysis of the Market and EnvironmentsBasics of Consumer BehaviourSegmenting - Targeting - PositioningProduct Decisions: Branding, Packaging, Product ManagemementDistribution Decisions: Channel Management, Retail and LogisticsPromotion Decisions: Paid, Earned and Owned Channels - Basics of Communication, Sales ManagemementPricing Decisions: Pricing strategiesDifferences in the Marketing Programme: B2B, Service and Digital
Literatur
We will orientate on a classic marketing textbook from Dibb S, Pride WM, Ferrell OC: Marketing Concepts and Strategies, Cengage Learning, 2019. 8th edition. You may also use older versions or the new 2023 version. This is a recommended reading you may acquire a copy but it is not mandatory. Alternatively you can also use other textbooks like:Kotler P, Armstrong G: Principles of Marketing, Pearson Education, 2020.Solomon M, Stuart EW, Marshall G: Marketing: Real People, Real Choices [Global Edition], Pearson, 2022.The library offers also a range of marketing textbooks in English as well as in German which you may use for your convenience.