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Recht und Wirtschaft | Wirtschaft und Recht (gemäß SSO 2017)

Marketing

Exam number: 1542/1580

Semester: from 3rd 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 EisendProf. Dr. Katja H. Brunk (ab 2019)

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:
What is marketing
Consumer behavior
Strategy and environment
Marketing information and research
Segmentation, targeting, positioning
Product
Pricing
Distribution
Communication
Services
Ethical considerations

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

Literature (compulsory reading, recommended literature):
Solomon, Marshall, Stuart, Barnes, Mitchell, and Tabrizi (2019), Marketing: Real People, Real Decisions, 3rd European Edition, Pearson 

Further information:
Registration in Moodle Viadrina required.