Module Handbook

  • Dynamischer Default-Fachbereich geändert auf WIW

Module WIW-BWL-MAR-M-1

Marketingmanagament (M, 6.0 LP)

Module Identification

Module Number Module Name CP (Effort)
WIW-BWL-MAR-M-1 Marketingmanagament 6.0 CP (180 h)

Basedata

CP, Effort 6.0 CP = 180 h
Position of the semester 1 Sem. in WiSe
Level [1] Bachelor (General)
Language [DE] German
Module Manager
Lecturers
Area of study [WIW-MKT] Marketing
Reference course of study [WIW-82.21-SG#2009] B.Sc. Business Studies (2009) [2009]
Livecycle-State [NORM] Active

Courses

Type/SWS Course Number Title Choice in
Module-Part
Presence-Time /
Self-Study
SL SL is
required for exa.
PL CP Sem.
2V+2U WIW-BWL-MAR-K-1
Marketingmanagement
P 60 h 120 h - - PL1 6.0 WiSe
  • About [WIW-BWL-MAR-K-1]: Title: "Marketingmanagement"; Presence-Time: 60 h; Self-Study: 120 h

Examination achievement PL1

  • Form of examination: written exam (Klausur) (90 Min.)
  • Examination Frequency: each semester
  • Examination number: 31219 ("Marketingmanagement")

Evaluation of grades

The grade of the module examination is also the module grade.


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

Competencies / intended learning achievements

With successful completion of the module the students will be able to
  • describe the fundamentals of market research processes.
  • contrast the fundamental approaches of consumer behaviour.
  • apply the fundamentals of marketing for the purpose of market-oriented management.
  • analyze marketing strategies with methods of strategic analysis and planning.
  • integrate the market research process.
  • apply the different elements of the marketing mix.
  • prepare case studies in small groups.
  • combine contents in group discussions.
  • independently create operative marketing plans with the help of the marketing mix instruments.

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 of the module (informal)

None

Requirements for attendance of the module (formal)

None

References to Module / Module Number [WIW-BWL-MAR-M-1]

Course of Study Section Choice/Obligation
[WIW-82.21-SG#2009] B.Sc. Business Studies (2009) [2009] [Fundamentals] Basics in Management and Business Administration [P] Compulsory
[MAT-82.105-SG] B.Sc. Mathematics [Subsidiary Topic] Subsidiary Subject (Minor) [WP] Compulsory Elective
[MAT-82.105-SG] B.Sc. Mathematics [Subsidiary Topic] Subsidiary Subject (Minor) [WP] Compulsory Elective
[WIW-82.175-SG#2009] B.Sc. Business Administration and Engineering specialising in Environmental and Process Engineering (2009) [2009] [Fundamentals] Business and Management - Compulsory [P] Compulsory
[WIW-82.176-SG#2009] B.Sc. Business Administration and Engineering specialising in Computer Science (2009) [2009] [Fundamentals] Business and Management - Compulsory [P] Compulsory
[WIW-82.177-SG#2009] B.Sc. Business Administration and Engineering specialising in Chemistry (2009) [2009] [Fundamentals] Business and Management - Compulsory [P] Compulsory
[WIW-82.178-SG#2009] B.Sc. Business Administration and Engineering specialising in Electrical Engineering (2009) [2009] [Fundamentals] Business and Management - Compulsory [P] Compulsory
[WIW-82.179-SG#2009] B.Sc. Business Administration and Engineering specialising in Mechanical Engineering (2009) [2009] [Fundamentals] Business and Management - Compulsory [P] Compulsory
[MAT-82.276-SG] B.Sc. Business Mathematics [Core Modules (non specialised)] Economics and Business Sciences [WP] Compulsory Elective
[MAT-82.276-SG] B.Sc. Business Mathematics [Core Modules (non specialised)] Economics and Business Sciences [WP] Compulsory Elective
[WIW-82.789-SG#2009] B.Sc. Business Studies with Technical Qualifications (2009) [2009] [Fundamentals] Basics in Management and Business Administration [P] Compulsory
[MV-82.814-SG] B.Sc. Mechanical Engineering with a minor in Economics [Specialisation] BWL [WP] Compulsory Elective
[CHE-82.B41-SG#2020] B.Sc. Chemistry with Focus Economics [2020] [Compulsory Elective Modules] Module der Wirtschaftswissenschaften (Wahlpflichtmodule) [WP] Compulsory Elective
[CHE-88.707-SG#2020] M.Sc. Business Chemistry [2020] [Compulsory Elective Modules] Grundmodule der Wirtschaftswissenschaften [WP] Compulsory Elective
[WIW-82.?-SG#2021] B.Sc. Business Studies (2021) [2021] [Core Modules (non specialised)] Profile Area of Economic Sciences [WP] Compulsory Elective
[WIW-82.?-SG#2021] B.Sc. Business Studies with Technical Qualifications (2021) [2021] [Core Modules (non specialised)] Profile Area of Economic Sciences [WP] Compulsory Elective
[WIW-82.?-SG#2021] B.Sc. Business Administration and Engineering specialising in Chemistry (2021) [2021] [Core Modules (non specialised)] Profile Area of Economic Sciences [WP] Compulsory Elective
[WIW-82.?-SG#2021] B.Sc. Business Administration and Engineering specialising in Electrical Engineering (2021) [2021] [Core Modules (non specialised)] Profile Area of Economic Sciences [WP] Compulsory Elective
[WIW-82.?-SG#2021] B.Sc. Business Administration and Engineering specialising in Computer Science (2021) [2021] [Core Modules (non specialised)] Profile Area of Economic Sciences [WP] Compulsory Elective
[WIW-82.?-SG#2021] B.Sc. Business Administration and Engineering specialising in Energy and Process Engineering (2021) [2021] [Core Modules (non specialised)] Profile area of Economic Sciences [WP] Compulsory Elective
[WIW-82.?-SG#2021] B.Sc. Business Administration and Engineering specialising in Mechanical Engineering (2021) [2021] [Core Modules (non specialised)] Profile Area of Economic Sciences [WP] Compulsory Elective
Module-Pool Name
[MV-MB-BWL-2022-MPOOL-4] Wahlplichtmodule Bachelor Maschinenbau mit BWL