040428 UK ABWL Marketing II (2024W)

This course deepens the content of the course VO ABWL Marketing 1. The terminology and basic concepts of marketing learned there are now applied to real marketing problems. Case studies are used to analyze real companies. The results and solution proposals worked out in groups are then presented and discussed in plenary sessions. The course is intended to encourage further study of the subject of marketing and the consideration of marketing decisions from a management perspective.

The course deals with already known topics of marketing in a more in-depth form and should help to sharpen the understanding of complex practical decisions in the field of marketing.

Within the framework of strategic marketing, the following topics are examined in more detail:
▪ Marketing environment
▪ Consumer behavior
▪ Market research
▪ Market segmentation and market positioning

In the second half of the course, operational marketing decisions are examined:
▪ product policy
▪ distribution policy
▪ communication policy
▪ Price policy

Course structure
The first unit will highlight the central study objective of the module, which is to independently and correctly apply the marketing concepts learned to a marketing plan. Further, groups will be formed to work together for one small case study and one large case study. For both case studies, students will complete subtasks of a marketing plan.

In Unit 2 and 3, as part of a review of the key points of a marketing plan, the small case studies will be presented by the students and discussed in plenary. Through this exchange, the theoretical knowledge acquired in previous semesters is to be deepened by means of concrete application cases from marketing practice. The knowledge gained in this way is to be incorporated by the students in the preparation of the large case study.

In units 4 to 11, students present their major case studies, which are discussed in plenary. Here, students are expected to be able to deal critically with their content and to justify their decisions and conclusions well (possibly with sources).

Objectives & Content
The course seeks to apply key marketing concepts acquired in the ABWL Marketing 1 course to real-life examples as well as to provide new theoretical and practical knowledge on additional marketing topics such as Business-to-Business Marketing, Services Marketing, International Marketing, and Sustainable Marketing. The course will also emphasize effective project management, time man-agement, and presentation skills.

Course Structure
Sessions 2 - 6 will be based on group presentations. Each group will prepare a presentation on a given company/brand (further information will be given in the first session). Students will have to apply theoretical frameworks attained in ABWL Marketing 1 to propose relevant solutions and rec-ommendations to the case at hand. Each session will focus on one specific marketing topic and will include two group presentations dealing with a different case (i.e., company/brand). Each presen-tation will be limited to 25 minutes and will be followed by questions and discussion from the in-structor and the audience.
Note: Each group member must present. Group members who are absent or are not presenting, without prior confirmation from the course instructor, will be graded with zero points.
Presentation topics and guiding questions will be assigned in the first session!
The second half of the course (Sessions 7 - 11) will consist of lectures covering additional marketing topics such as B2B marketing, services marketing, international marketing, and marketing ethics. The detailed schedule is presented below.
The course includes a combination of lectures, student presentations, case studies and group work. Students will be assigned into groups and will work toward a specific group project in accordance with the guidelines set by the course instructor.

Objectives & Content
The course seeks to apply key marketing concepts acquired in the ABWL Marketing 1 course to real-life examples as well as to provide new theoretical and practical knowledge on additional marketing topics such as Business-to-Business Marketing, Services Marketing, International Marketing, and Sustainable Marketing. The course will also emphasize effective project management, time man-agement, and presentation skills.

Course Structure
Sessions 2 - 6 will be based on group presentations. Each group will prepare a presentation on a given company/brand (further information will be given in the first session). Students will have to apply theoretical frameworks attained in ABWL Marketing 1 to propose relevant solutions and rec-ommendations to the case at hand. Each session will focus on one specific marketing topic and will include two group presentations dealing with a different case (i.e., company/brand). Each presen-tation will be limited to 25 minutes and will be followed by questions and discussion from the in-structor and the audience.
Note: Each group member must present. Group members who are absent or are not presenting, without prior confirmation from the course instructor, will be graded with zero points.
Presentation topics and guiding questions will be assigned in the first session!
The second half of the course (Sessions 7 - 11) will consist of lectures covering additional marketing topics such as B2B marketing, services marketing, international marketing, and marketing ethics. The detailed schedule is presented below.
The course includes a combination of lectures, student presentations, case studies and group work. Students will be assigned into groups and will work toward a specific group project in accordance with the guidelines set by the course instructor.

This course expands upon the material covered in VO ABWL Marketing 1; the marketing fundamentals learned there are now applied to a real-world marketing scenario. The course intends to improve students’ ability to develop a marketing plan and enhance their critical thinking on different types of marketing decisions. This course uses an interactive format composed of students’ presentations and subsequent discussions with the class.

The course follows the structure of a marketing plan:
▪ Situational Analysis
▪ Consumer Behavior
▪ Market Research
▪ STP
▪ 4Ps - Product
▪ 4Ps – Price
▪ 4Ps – Place
▪ 4Ps - Promotion