Module Handbook

  • Dynamischer Default-Fachbereich geändert auf WIW

Course WIW-BWL-MAR-K-1

Marketingmanagement (2V+2U, 6.0 LP)

Course Type

SWS Type Course Form CP (Effort) Presence-Time / Self-Study
- K Lecture with exercise classes and tutorials (V/U/T) 6.0 CP
2 V Lecture 30 h 60 h
2 U Exercise class/tutorial (in small groups) 30 h 60 h
(2V+2U) 6.0 CP 60 h 120 h

Basedata

SWS 2V+2U
CP, Effort 6.0 CP = 180 h
Position of the semester 1 Sem. in WiSe
Level [1] Bachelor (General)
Language [DE] German
Lecturers
Area of study [WIW-MKT] Marketing
Livecycle-State [NORM] Active

Notice

Size of exercise classes/tutorials:
  • tutorials: max. 30 students
  • exercise classes: max. 150 students

Contents

Lecture Marketingmanagement (WIW-BWL-MAR-V-1):
  • Fundamentals of Marketing
  • Market Research
  • Consumer Behaviour
  • Strategic Marketing
  • Segmentation and Positioning
  • Product-, Pricing-, Communication- and Distribution Policy

Exercise Marketingmanagement (WIW-BWL-MAR-U-1):

  • Fundamentals of Marketing
  • Market Research
  • Consumer Behaviour
  • Strategic Marketing
  • Segmentation and Positioning
  • Product-, Pricing-, Communication- and Distribution Policy

Literature

Literature (recommended):
  • Homburg, C. (2017): Marketingmanagement, 6. Aufl., Wiesbaden.
  • Kotler, P./Keller, K.L./Bliemel, F. (2007): Marketing-Management, 12. Aufl., München.

Literature (additional):

  • Böhler, H. (2004): Marktforschung, 3. Aufl., Stuttgart.
  • Meffert, H./Burmann, C./Kirchgeorg, M. (2012): Marketing, 11. Aufl., Wiesbaden.
  • Böhler, H./Scigliano, D. (2005): Marketing-Management, Stuttgart.

Exercise Marketingmanagement

Literature (recommended):

  • Homburg, C. (2017): Marketingmanagement, 6. Aufl., Wiesbaden.
  • Kotler, P./Keller, K.L./Bliemel, F. (2007): Marketing-Management, 12. Aufl., München.

Literature (additional):

  • Böhler, H. (2004): Marktforschung, 3. Aufl., Stuttgart.
  • Meffert, H./Burmann, C./Kirchgeorg, M. (2012): Marketing, 11. Aufl., Wiesbaden.
  • Böhler, H./Scigliano, D. (2005): Marketing-Management, Stuttgart.

Script and exercises provided over OLAT

Requirements for attendance (informal)

None

Requirements for attendance (formal)

None

References to Course [WIW-BWL-MAR-K-1]

Module Name Context
[WIW-BWL-MAR-M-1] Marketingmanagament P: Obligatory 2V+2U, 6.0 LP