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Instructors: Prof. Dr. Martin Paul Fritze
Event type:
Seminar and lecture
Org-unit: Corporate Management & Economics
Displayed in timetable as:
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 | 35
Priority scheme: Standard-Priorisierung
Course content:
This course introduces the main theories and concepts in marketing and their application in creating value for various stakeholders. Students will gain insights into the philosophy, functions, and implications of marketing, developing the skills needed to identify, conceptualize, and communicate marketing problems and solutions.
The course adopts a consumer-centric approach, recognizing that successful marketing is deeply rooted in understanding the needs, preferences, perceptions, and behaviors of consumers. Topics covered include strategic marketing, market research, consumer psychology, marketing mix, service marketing, and sustainable marketing.
Coursework will include lectures, discussions, in-class exercises, student presentations, assignments, and a final exam.
Educational objective:
Upon completion of this course, students will:
· Have gained a holistic understanding of marketing.
· Be able to apply the basic principles and tools of marketing management.
· Have developed an understanding of the importance of marketing in creating a sustainable competitive advantage.
· Be able to evaluate marketing decision based on consumer insights.
· Be equipped to critically reflect on and implement marketing practices in the light of environmental and social challenges.
· Have a basic understanding to evaluate empirical studies and engage in discussions centered around scientific, peer-reviewed publications.
· Be able to engage in discussions rooted in scientific research to approach real-world marketing problems.
Further information about the exams:
· Written exam (60 minutes): The exam (closed notes and closed book) contains a combination of multiple choice questions as well as open questions. The goal of the exam is to test your knowledge of the basic principles, strategies, and tools discussed in the course. The exam questions are based on the readings, the lectures, as well as the assignments. We will discuss sample questions as part of the last sessions.
· Additional/optional: Group assignment and presentation
Details will be discussed at the first session.
Admitted Aids:
None
Mandatory literature:
· Relevant course materials will be provided throughout the course.
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