Marketing

Teaching and learning formats

Tuition in Seminares

Case Studies

Applicability

Introduced in Module 2 General Business, the module is connected in BIM with Module 11 Course Business Plan and  basics for Module 18 Project Management.

Equivalent to TWIN Program BBW Module 11 Marketing

Programme semester

3. Semester

Particular conditions for admission (to exam)

Multiple Choice: possible; Auxiliary material: dictionary

Weighting factor of module grade

Factor 1

Conditions for participation (in module)

General Management Knowledge

Module contents

Principles of Marketing:
Students face the basics of Marketing with all the instruments that are needed to analyse and solve Marketing matters.
In detail they gain experience in:

• advertising fundamentals
• procedures dealing with planning, creation, production, media, management, research and budgeting
• marketing strategies
• preparation of marketing plans

Cross Cultural Marketing:
Students deal with cross cultural Marketing matters, especially:

• Global environment and local consumer behaviour.
• Global markets and free trade.
• Global consumers and products.
• Marketing decisions across cultures (product, price, place)
• Cross-cultural communications
• Preparing group cases

Learning outcomes

Level: Reproduction

The students...

• examine the effects of globalization on consumers’ behaviour
• investigate consumers’ behaviour with cultural dimensions in mind
• are able to deal with marketing strategies in different cultures

Level: Knowledge an Comprehension

The Students...

• are familiar with distribution factors in a company
• know the basic elements and dimensions of culture
• understand various marketing instruments

Level: Problem Solving

The Students...

• develop Market research methods that are used for cross-cultural research
• analyse cultural environment
• plan marketing having regard to cultural dimensions
• work independently and find solutions

Literature and other material

FHWS - Papers, Cases, Slides