- Semester hours: 3
- Event type: Lecture + Exercise
- Offered in: Winter semester
- Course Language: German
- Credits: 4.5 Credits for Marketing (The exam consisting of marketing and management gives 9 credits in total.)
- Exam date: refer to Campus
- Exam type: written exam
- Lecture documents: refer to ILIAS
- Contact: Annika Wagner
Learning objectives
Students gain a general overview of the entire spectrum of marketing and acquire basic marketing knowledge.
Content
Basic marketing knowledge; theoretical perspective: customer behavior; strategic perspective: strategic marketing; instrumental perspective: product management, price management, communication management, sales management.
Literature
A reference list will be indicated in the course.
- Semester hours: 4
- Event type: Lecture + Exercise
- Offered in: Summer semester
- Course Language: German
- Credits: 6 Credits
- Exam date: refer to Campus
- Exam type: written exam
- Lecture documents: refer to ILIAS
- Contact: Georgia Tsonis
Learning objectives
This course deepens knowledge of the institutional perspective of marketing. Students acquire specialized knowledge on business-to-business-marketing and marketing for service providers. In particular, students are able to apply marketing strategies, concepts and instruments according to the specific needs of business-to-business or service marketing.
Content
Basics of B2B marketing; purchasing habits of organisations; characteristic features of the marketing mix in B2B situations; Basics of service marketing; quality of services; marketing strategic characteristics of services; instrumental specificities of service marketing; optional: guest lectures by practitioners.
Literature
A reference list will be indicated in the course.
- Semester hours: 4
- Event type: Lecture + Exercise
- Offered in: Winter semester
- Course Language: German
- Credits: 6 Credits
- Exam date: refer to Campus
- Exam type: course-accompanying examination
- Lecture documents: refer to ILIAS
- Contact: Georgia Tsonis
- Link to the registration
Prior registration to participate in the lecture is required. Participation on selected dates is also mandatory.
Learning objectives
The course provides an in-depth understanding of the central topics of market research. Students acquire both theoretical and practical knowledge in the field of quantitative empirical research.
The course is designed as a course-accompanying examination. The examination comprises a written report on the individual steps of the course-accompanying research project during the semester and an oral presentation of the results at the end of the semester.
The theoretical foundations of market research are taught in traditional lecture and exercise formats. Students work in small groups on a practice-oriented research project, applying what they have learned to develop a complete research design, collect, evaluate, and interpret data, and critically reflect on and present their results.
Content
Fundamentals and process of market research; methods of data collection; methods of data evaluation, in particular univariate and bivariate methods (e.g., regression analyses, variance analyses, basic statistical test procedures such as chi-square tests, t-tests, etc.)
Literature
A reference list will be indicated in the course.
The Department of Business Administration and Marketing currently does not offer interdisciplinary qualifications (FÜSQ).
Contact
Leon Lehnert
M.Sc.Research Assistant