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Module WI000688

This Module is offered by TUM School of Management.

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.

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 workloadContact hoursCredits (ECTS)
90 h 30 h 3 CP

Content, Learning Outcome and Preconditions


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.


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Courses, Learning and Teaching Methods and Literature

Courses and Schedule

VO 2 Marketing (WI000688, WI000820) Wed, 16:45–18:15, 0980

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.


books, script, Online forum for discussion


Homburg, C./Krohmer, H./Kuester, S.: Marketing-Management 2008, Gabler.

Module Exam

Description of exams and course work

The grading is based on a written exam.

Exam Repetition

There is a possibility to take the exam in the following semester.

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