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
WI000688 is a semester module
in English language
which is offered in summer semester.
This module description is valid from SS 2005 to SS 2016.
|Total workload||Contact hours||Credits (ECTS)|
Marketing foundations, consumer behaviour, strategic marketing, market segmentation, targeting and positioning, product, price, place promotion mix, relationship marketing
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.
Courses and Schedule
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.
Description of exams and course work
The grading is based on a written exam.
There is a possibility to take the exam in the following semester.