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040119 VO ABWL Marketing I (2016W)

3.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften

Details

max. 999 participants
Language: English

Examination dates

Lecturers

Classes (iCal) - next class is marked with N

Monday 10.10. 18:30 - 20:00 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday 17.10. 19:00 - 20:30 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday 24.10. 18:30 - 20:00 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday 31.10. 18:30 - 20:00 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday 07.11. 19:00 - 20:30 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday 14.11. 19:00 - 20:30 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday 21.11. 18:30 - 20:00 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday 05.12. 18:30 - 20:00 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday 12.12. 18:30 - 20:00 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday 09.01. 18:30 - 20:00 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday 09.01. 20:15 - 22:00 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday 16.01. 18:30 - 20:00 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
Monday 30.01. 18:30 - 20:00 Hörsaal 1 Oskar-Morgenstern-Platz 1 Erdgeschoß
Hörsaal 16 Oskar-Morgenstern-Platz 1 2.Stock
Hörsaal 3 Oskar-Morgenstern-Platz 1 Erdgeschoß
Hörsaal 4 Oskar-Morgenstern-Platz 1 Erdgeschoß
Hörsaal 5 Oskar-Morgenstern-Platz 1 Erdgeschoß
Hörsaal 6 Oskar-Morgenstern-Platz 1 1.Stock

Information

Aims, contents and method of the course

Introduction: Marketing Environment, Marketing Research, Consumer Behavior
Strategic Marketing: Market Segmentation, Targeting, Positioning, Strategic Planning and Marketing Strategy
Marketing Mix: Product Decisions and Branding, Marketing of Services, Distribution and Channel Management, Marketing Communication, Pricing Strategies

Assessment and permitted materials

The exam consists of 50 multiple choice questions. There are 4-5 answer choices per question of which only one is correct. The exam will be based on the lecture, the assigned chapters and the material on the course website. The exam time is 60 min.
In order to be admitted to the exam, you need to register via U:SPACE.

Minimum requirements and assessment criteria

The course is an introductory course in the field of marketing. Its purpose is to provide a general understanding of the process of marketing, its role in business today, strategic marketing decisions, and the major aspects of the marketing mix: product and services planning and development, pricing, marketing communication, and distribution.
After passing this course, you will have gained a solid understanding of the concept of marketing and its role/function in organizations as well as its application in business.

Examination topics

Reading list

Kotler, P./Keller, K./Brady, M./Goodman, M/Hansen, T. (2012). Marketing Management, 2nd European edition, Pearson
ISBN: 978-0-273-74361-3
Additional material such as lecture slides will be provided on the course website.

Association in the course directory

Last modified: Mo 07.09.2020 15:28