### PO 2024 ###
### Studiengang und Semester
3BBC
### Modulbezeichnung
Marketing (engl.)
### Englische Modulbezeichnung

### Art
Pflichtmodul
### ECTS-Punkte
5
### Studentische Arbeitsbelastung
60, 90
### Voraussetzungen (laut Prüfungsordnung)
none
### Empfohlene Voraussetzungen
none
### Pruefungsform und -dauer
Written exam 2 hours
### Lehrmethoden und Lernmethoden
Lecture with integrated exercises, examples, discussions
### Modulverantwortlicher
Henning Hummels
### Qualifikationsziele
Knowledge and understanding: Students receive a basic overview of the essential issues and contents of modern marketing and its role in the company. To this end, they acquire a critical understanding of its most important theories, principles and methods.
Skills: Students will be able to classify and assess marketing-relevant issues. They will be familiar with the status quo of research and the special literature published in this field, and will be able to acquire supplementary knowledge independently.
Professional application: The students are able to transfer the learned contents to simple practice-related tasks and solve them in a structured way.
Communication and cooperation: Students know the role of marketing and its interfaces with other departments in al company, and can take these into account accordingly. They master the technical vocabulary and can communicate with marketing professionals.


### Lehrinhalte
At the beginning of the semester, the various perspectives of marketing, its history, and the central importance of market and customer orientation and centricity are introduced. On this basis, a consideration of the conceptual and strategic fundamentals, market research, and the content and design of the marketing mix will follow. An overview of the principles of marketing organization and control winds up the module. At all points in the course of the semester, references are made to current, primarily technological, developments in marketing.
### Literatur
Lernmaterialien werden über eine Online-Plattform zur Verfügung gestellt.
Jobber, D./ Ellis-Chadwick, F.: Principles and Practice of Marketing, latest edition (English).
Bruhn, M.: Marketing – Grundlagen für Studium und Praxis, Gabler, latest edition (German).

### Titel der Lehrveranstaltung
Marketing
### Dozent
Henning Hummels and Ute Gündling
### SWS
4