040071 UK Marketing Instruments B (2023S)

The course aims at deepening students' knowledge in the subject of marketing and providing a sound introduction to the management of brands and products. Brands and how they stand out from products, how they are built up, developed and what added value they have are discussed. The course is intended to encourage further study of the subject of marketing.
The course offered is intended to achieve the following goals:
- Expanding knowledge of the subject of marketing (building on the introductory courses).
- More detailed study of brand development as an effective means of retaining customers and increasing a company's turnover.
- Improve understanding of academic articles and their practical applications

The target group of the course is primarily students of the Bachelor's degree programme in Business Administration who have chosen the professional field of Marketing Management in the specialisation phase.

Theoretical contents are explained in a lecture. Each unit consists of an approx. 60 minutes lecture of theoretical basics by the teacher and approx. 30 minutes application of what has been learned. Please note: the accompanying study of literature is absolutely necessary, as not all contents can be covered within the framework of the lecture.