Our Courses for Bachelor Students

Please find below an overview of the courses for bachelor students of the Department of Business Administration and Marketing.

Hinweise zur Präsenzlehre im Wintersemester 2021-2022

Die Abteilung VI plant derzeit, den überwiegenden Teil der Vorlesungen und den dazugehörigen Übungen in Präsenz abzuhalten. Die aktuellen Präsenztermine und Raumplanungen sind vorbehaltlich etwaiger Änderungen des Infektionsgeschehens und Teilnehmerzahlen. Eine Änderung in reine Online-Lehrformate ist möglich und wird im Falle einer Umstellung schnellstmöglich via ILIAS und Campus kommuniziert. Es besteht kein Anspruch auf Vollständigkeit der Vorlesungs- und Übungsaufzeichnungen im Falle einer fehlerhaften Aufzeichnung.

  • 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 
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 
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: written exam
  • Lecture documents: refer to ILIAS 
Learning objectives

Students possess advanced knowledge of the central application, design and challenges of marketing research instruments. Theoretical knowledge is consolidated through application-oriented exercises. After completing the course, students are able to apply the marketing research processes to practical marketing questions.

Content

Basics and process of marketing research; methods of data collection; methods of data evaluation, especially uni- and bivariate methods (e.g., regression analysis, analysis of variance, basic statistical hypothesis tests like chi-squared test, t-test etc.); guest lectures by industry professional

Literature

A reference list will be indicated in the course.

Please find an overview of the interdisciplinary qualifications (FÜSQ) offered by the Department of Business Administration and Marketing here: 

LINK

Contact

This image shows Marco Weippert

Marco Weippert

M.Sc.

Research Assistant

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