Module: Marketing-Management (5701-220)

Persons:

• Prof. Dr. Markus Voeth (verantwortlich)

Degree Program:

• Communication Science (Bachelor, since 01.10.2016)
  4. Semester, semi-elective
• Business Administration and Economics (Bachelor, since 01.10.2017)
  4. Semester, semi-elective

Relation to other Modules:

Module GBWL IV: Marketing

Prerequisites for Attendance:

none

Sprache:

German

ECTS:

6 credits

Frequency:

every summer semester

Length of the Module:

1 semester

Final examination:

written exam

Length of the examination:

90 minutes

Workload:

180 hours: 45 hours class attendence 135 hours preparation and follow-up, preparation for the exam and exam

Professional competences:

To implement the four fundamental, optional strategies (price leadership, quality leadership, relationship leadership and time to market leadership) there has to be taken specific actions.
Therefore, this course presents and implements the most suitable Marketing instruments (price, product, place, promotion) fitting best to the particular strategies. Connections between the particular instruments are also analyzed.
Course-related tutorials deepen the theory by the application on case studies.

Comments:

Information on the lecture, the accompanying literature as well as the lecture notes are provided on ILIAS.

Courses