Marketing
Module profile
Programme
Module no./code, Module name
Module 12 / MAR, Marketing
Duration
1 Semester
Frequency
jedes Semester
ECTS credits
6 Credits
Type of module
Pflichtmodul
Language(s) of instruction
Englisch
Language(s) of examination
Englisch
Study mode
- Vollzeit
Courses of the module
| Name | Course type | Credit hours | Links |
|---|---|---|---|
| Principles of Marketing | Seminaristischer Unterricht | 2 Credit hours | n/a |
| Cross Cultural Marketing | Seminaristischer Unterricht | 2 Credit hours | n/a |
Workload
Total workload
180 h
Attendance time
45 h
Self-study time
90 h
Exam preparation
45 h
Organisation and Exam
Module manager
Prof. Dr. Andreas Fuchs
Lecturer(s)
- Prof. Dr. Andreas Fuchs
- Dominik Winkler
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
Condition for award of ECTS credits
- sonstige Prüfung (Präsentation)
- sonstige Prüfung (Hausarbeit)
- sonstige Prüfung (Portfolio)
Weighting factor of module grade
Factor 1
Conditions for participation (in module)
General Management Knowledge
Contents, Learning Outcomes & Literature
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
Kotler, P. / Armstrong, G. (2021): Principles of Marketing, 18th edition, Harlow, Pearson.