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.
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) |
Wed, 16:45–18:15, 0980 |
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.