Marketing
Module WI000688
This module handbook serves to describe contents, learning outcome, methods and examination type as well as linking to current dates for courses and module examination in the respective sections.
Module version of WS 2011/2
There are historic module descriptions of this module. A module description is valid until replaced by a newer one.
Whether the module’s courses are offered during a specific semester is listed in the section Courses, Learning and Teaching Methods and Literature below.
| available module versions | |
|---|---|
| WS 2012/3 | WS 2011/2 |
Basic Information
WI000688 is a semester module in English language at which is offered in summer semester.
This module description is valid from SS 2005 to SS 2016.
| Total workload | Contact hours | Credits (ECTS) |
|---|---|---|
| 90 h | 30 h | 3 CP |
Content, Learning Outcome and Preconditions
Content
Marketing foundations, consumer behaviour, strategic marketing, market segmentation, targeting and positioning, product, price, place promotion mix, relationship marketing
Learning Outcome
At the end of the module students are able to apply basic marketing language, explain central consumer behaviour theories, discuss elementary marketing concepts such as strategy development, market segmentation and relationship marketing, and evaluate the application of central marketing mix elements.
Preconditions
no info
Courses, Learning and Teaching Methods and Literature
Courses and Schedule
| Type | SWS | Title | Lecturer(s) | Dates | Links |
|---|---|---|---|---|---|
| VO | 2 | Marketing (WI000688, WI000820) | Menrad, K. |
Tue, 08:30–10:00, virtuell |
eLearning |
| VO | 2 | Marketing (WI000820) | Königstorfer, J. |
Wed, 16:45–18:15, virtuell |
eLearning |
Learning and Teaching Methods
The module consists of lectures. During the lectures the contents are delivered through presentations and talks. The students are inspired to improve the acquired knowledge by studying the suggested literature.
Media
books, script, Online forum for discussion
Literature
Homburg, C./Krohmer, H./Kuester, S.: Marketing-Management 2008, Gabler.
Module Exam
Description of exams and course work
Current notice: Due to the continuing CoViD19-pandemic, the exam for this winter semester 2020/21 has been adjusted.
The examination consists of a written online exam, Online Proctored Exam.
The examination consists of a written online exam, Online Proctored Exam.
Exam Repetition
There is a possibility to take the exam in the following semester.