Kompetenzbereiche: Wissen und Verstehen; Einsatz, Anwendung und Erzeugung von Wissen; Kommunikation und Kooperation; Wissenschaftliches Selbstverständnis/Professionalität.
Course Scope and Mission
This course is designed to introduce you to the fundamentals of contemporary marketing through the discussion of theoretical and practical aspects of modern marketing management and application of marketing principles to a real-world case.
Students will learn the basic concepts of the marketing definition, consumer behavior, and the principal marketing functions: strategy, product development, branding, pricing, distribution, communication, research, and planning.
This course provides a decision oriented overview of marketing management in modern organizations. The students who succeeded in this course
... will be able to Develop strategic skills in identifying marketing opportunities, in order to adapt an organization to its markets.
... will be able to Analyze customers, competitors, collaborators and designing the firm’s capabilities to serve its markets.
... will be able to Explain target market selection.
These objectives will be achieved by a combination of lectures, discussions, videos, cases, assignments, and may be by guest lecturers.The students who passed in this course
... will be able to DEFINE meaningful, practical experience in planning and communicating marketing strategies, plans, and programs.
... will be able to BUILD managerial skills involved in working effectively with others in a market-oriented team effort.
... will be able to DEVELOP insights about creative selection of target markets and blending strategic decisions related to product, price, promotion and place to meet the needs of a target market.
These objectives will be achieved by a combination of lectures, discussions, videos, cases, assignments, and may be by guest lecturers.The students who succeeded in this course
... will be able to EXPLAIN the skills in marketing strategy setting, and in translating analytical conclusions into actionable marketing recommendations in enterprises of all kinds.
These objective will be achieved by a combination of lectures, discussions, videos, cases, assignments, and may be by guest lecturers.The students who succeeded in this course
... will be able to REFLECT their own abilities regarding today's basic and common marketing challenges.
... will be able to IMPROVE their marketing skills, especially new marketing methods and tools, on their own.