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Instructors: Katrin E. Schein
Event type:
Seminar / exercise
Org-unit: Corporate Management & Economics
Displayed in timetable as:
GL Marketing
Hours per week:
3
Credits:
6,0
Note: In your exam regulations, differing credits may have been specified.
Location:
Campus der Zeppelin Universität
Language of instruction:
Englisch
Min. | Max. participants:
10 | 24
Priority scheme: Standard-Priorisierung
Course content:
This lecture introduces the basics of marketing. You will learn why basic knowledge of marketing plays a central role for the market- and customer-oriented direction of the company and thus contributes to the company's success. The lecture offers a compact overview of goals, tasks and instruments of the marketing mix. We will also discuss how the tasks and instruments of marketing are changing in the context of digitalization. Students will contribute to the lecture amongst others with a short presentation on a current research topic.
Chapter 1: Basics of Marketing
Chapter 2: Strategic Marketing planning
Chapter 3: Product
Chapter 4: Price
Chapter 5: Promotion
Chapter 6: Place
Topics for the short presentations will be announced in the lecture or can be suggested by the students. The presentation time is a maximum of 20 minutes.
Educational objective:
After successful participation, students will be able to name the central fields of action of marketing and understand the necessity of customer orientation for marketing. They are able to outline the marketing plan as a core element of the marketing management process in its rough structure. Students know the marketing instruments and are able to use them to solve concrete marketing problems and apply them systematically within the framework of a marketing mix.
Further information about the exams:
Two examinations form the basis for grading:
1. Short presentation on a current topic in the lecture (30% of the grade).
The topics of the PowerPoint Presentation will be determined in the first lecture. The basis for grading the short presentation are the following criteria:
- Timeliness and relevance of the content presented (50%).
- Presentation of the content and presentation style (25%)
- Extent and quality of the sources underlying the presentation (25%)
2. Written Exam (70% of the grade)
60-min. written exam
Admitted Aids:
- Non-programmable calculator. Borrowing a calculator during the exam is neither possible nor permitted.
- The use of electronic dictionaries is not allowed.
Mandatory literature:
Zur Vertiefung der Vorlesungsinhalte werden insbesondere die folgenden Lehrbücher empfohlen:
· Bruhn, M. (2016): Marketing: Grundlagen für Studium und Praxis, 13., überarbeitete Auflage, Wiesbaden: Springer Fachmedien.
· Bruhn, M. (2019): Marketingübungen: Basiswissen, Aufgaben, Lösungen, 6., überarbeitete und erweiterte Auflage, Wiesbaden: Springer Fachmedien.
· Decker, R.; Kroll, F.; Wagner, R.; Meißner, M. (2015): Marketing: Eine entscheidungsorientierte Einführung, Berlin [u.a.]: Springer Gabler.
· Esch, F.-R. (2018): Strategie und Technik der Markenführung, 9. Auflage, München: Vahlen.
· Esch, F.-R.; Herrmann, A.; Sattler, H. (2017): Marketing: Eine managementorientierte Einführung, 5., überarbeitete Auflage, München: Vahlen.
· Homburg, C. (2017): Übungsbuch Marketingmanagement, 2., überarbeitete und erweiterte Auflage, Wiesbaden: Gabler.
· Homburg, C. (2017): Marketingmanagement: Strategie, Instrumente, Umsetzung, Unternehmensführung, 6. Auflage, Wiesbaden: Springer Fachmedien.
· Kotler, P.; Armstrong, G.; Harris, L.C.; Piercy, N. (2016): Grundlagen des Marketing, 6., aktualisierte Auflage, Hallbergmoos: Pearson Higher Education.
· Kotler, P.; Keller, K. L.; Opresnik, M. O. (2017): Marketing-Management: Konzepte, Instrumente, Unternehmensfallstudien, 15., aktualisierte Auflage, Hallbergmoos: Pearson.
· Meffert, M.; Burmann, C.; Kirchgeorg, M., Eisenbeiß, M. (2019): Marketing: Grundlagen marktorientierter Unternehmensführung, 13., überarbeitete Auflage, Wiesbaden: Springer.
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