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Recht und Wirtschaft | Wirtschaft und Recht (gemäß FSO)

Marketing

Exam number: 1542/1580

Semester: SSO 2017: from 3rd Semester (Grundlagenausbildung); FSO 2013: from 1st Semester (Grundlagenausbildung)

Duration of the module: One semester

Form of the module (i.e. obligatory, elective etc.): Obligatory

Frequency of module offer: Each winter semester

Prerequisites: None

Applicability of module for other study programmes:
Obligatory or elective in other study programmes. For further information check regulations of the study programme.

Person responsible for module: Prof. Dr. Martin Eisend

Name of the professor: Prof. Dr. Martin Eisend

Language of teaching: English

ECTS-Credits (based on the workload): 6

Workload and its composition (self-study, contact time):
Contact time (lecture, tutorial etc.): 45 hours, self-study 135 hours

Contact hours (per week in semester): 3

Methods and duration of examination:
Successfully written exam (120 min)

Emphasis of the grade for the final grade: Please refer to the regulations of the study program.

Aim of the module (expected learning outcomes and competencies to be acquired):
The course provides a thorough introduction to marketing. Participants will acquire and understand basic concepts, procedures, and theories in marketing.

Contents of the module:
Defining Marketing and the Marketing Process
Marketing Information
Buyer Behavior
Customer Selection and Value Proposition
Products, Services, and Brands
New Product Development
Pricing
Channels and Retailing
Marketing Communication
Marketing in the Digital Age
Global Marketplace
Ethics, Social Responsibility, and Sustainability

Teaching and learning methods:
Lecture with tutorials, self-studies

Literature (compulsory reading, recommended literature):
Armstrong/Kotler, Marketing: An Introduction. Boston, MA, Pearson Education.
Kotler/Armstrong, Principles of Marketing. Boston, MA, Pearson Education.
Either of both textbooks is appropriate and all editions from the past five years can be used.

Further information:
Registration in Moodle Viadrina required.