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
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, Prof. 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
Strategy and environment
Marketing information and research
Segmentation, targeting, positioning
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
Registration in Moodle Viadrina required.