Lehrende: Dr. Susanne Beck
Veranstaltungsart: Seminar / Übung
Orga-Einheit: Corporate Management & Economics
Anzeige im Stundenplan: Marketing
Semesterwochenstunden: 3
Credits: 5,0
Standort: Campus der Zeppelin Universität
Unterrichtssprache: Englisch
Min. | Max. Teilnehmerzahl: 5 | 35
Inhalte: Marketing related content: | Basics of a market-oriented corporate management | Markets and company environments | Elements and processes of strategic marketing decisions | Customer behavior and market segmentation | Product- and program-related decisions | Price-, distribution-, and communication-related decisions Brand Management related content: | Principles of identity-based brand management | Brand positioning | Brand identity & brand personality | Brand extension | Brand controlling
Lernziele: | Understanding of the basic principles and decisions regarding a market-oriented corporate management | Understanding of strategies and techniques of brand management | Gaining knowledge on state-of-the-art findings regarding marketing research | Applying marketing knowledge to generate a marketing strategy for a real case
Weitere Informationen zu den Prüfungsleistungen: Group work (30%) and written exam (70%). Attendance for presentations is compulsory!
Literatur: | Meffert, H., Burmann, C., & Kirchgeorg, M. (2012). Marketing: Grundlagen Marktorientierter Unternehmensfuhrung. Konzepte-Instrumente-Praxisbeispiele (11. Auflage). Wiesbaden: Gabler Verlag | Kotlar, P., Leller, K. L. (2015): Marketing Management (English). 15th edition. Pearson. | Additional research papers for preparation purposes are provided in the Intranet.
Modulbeschreibung: Language: Presumably English Additional project: Students are given the opportunity to apply their gained knowledge by developing a marketing strategy for a real case in group-work. The presentations will be held in presence of the according representative.
