- 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: Marco Weippert
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
- Contact: Marco Weippert
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.
The Department of Business Administration and Marketing currently does not offer interdisciplinary qualifications (FÜSQ).
Contact
Leon Lehnert
M.Sc.Research Assistant