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Exam number: 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 (except winter semester 2015/2016)

Prerequisites: IBA-Bachelor-Students and Foreign Exchange Students ONLY!

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 (until winter semester 2014/2015: Michael C. Pedley MBA MCIM (Manchester Metropolitan University))

Language of teaching: English

ECTS-Credits (based on the workload): 6

Workload and its composition (self-study, contact time):
Contact time (lecture, tutorial etc.): 30 h; self-study: 150 h

Contact hours (per week in semester): 3

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

Emphasis of the grade for the final grade: Please check regulations of the study programme

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 the most important concepts, procedures, and theories in marketing.

Contents of the module:
Defining Marketing and the Marketing Process
Marketing Information
Buyer Behavior
Marketing Strategy
Products and Pricing
Channels and Retailing
Marketing Communication
International and Global Marketing
Marketing Ethics

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

Literature (compulsory reading, recommended literature):
Kotler/Armstrong, Principles of Marketing. Boston, MA, Pearson Education (all editions from the past ten years are appropriate)
Further reading recommendations in the syllabus.

Further information:
Registration in Moodle Viadrina required.