Modulbeschreibung. Beitrag des Moduls zu den Studienzielen. Voraussetzungen für die Teilnahme. Verwendbarkeit des Moduls

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Eduard Giese
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1 Modulbeschreibung IV.. Modulbezeichnung Marketing Beitrag des Moduls zu den Studienzielen The students will learn the most important methods and concepts in marketing. Special attention is given to the Marketing Management Process and Online Marketing. The students will also learn how to develop marketing plans, document creative ideas and how to communicate to specified target groups in presentations. This module is predominantly taught in the English language. Marketing-Grundlagen (Deutsch) Online Marketing (English) Cases in Marketing (English) Lehr-/Lernformen Lectures with Discussion, Case Studies Voraussetzungen für die Teilnahme Kenntnisse, Fertigkeiten, Kompetenzen Vorbereitung für das Modul There are no formal requirements for participation. Since the module is predominantly taught in English, the prerequisite for this module is a sound knowledge of the English language (active listening and speaking skills as well as reading comprehension and writing skills). See the bibliography and notes for each course Verwendbarkeit des Moduls Zusammenhang zu anderen Modulen innerhalb des Studiengangs The module is the basis for all marketing modules in semester 6 and semester 7 Formular Modulbeschreibung: Stand Einsatz in anderen Studiengängen none Bezüge des Moduls zur Nachhaltigen Entwicklung The focus of the module is the sustainable development of a marketing concept, in which the economic, environmental and social issues are largely integrated Modulbeschreibung gültig ab Wintersemester 01/15 Seite - 1 -

The students will also learn how to develop marketing plans, document creative ideas and how to communicate to specified target groups in presentations.

2 Prüfungsleistungen (Voraussetzungen für die Vergabe von Leistungspunkten) Art und Dauer (min) Anteil % Marketing-Grundlagen (deutsch): written exam 30 minutes 30% Online-Marketing (english) 30% Cases in Marketing (english) 0% Modulverantwortliche/r Prof. Dr. Thomas Ginter Modulart Pflichtfach Turnus Jedes Semester Dauer 1 Semester Zulassungsvoraussetzungen 8 in 6 Workload 8 x 5 Stunden = 00 Stunden, mit der folgenden Aufteilung / Kontakt 90 Std. / 5% 1 Std. / 0,5% 69 Std. / 3.5% Lehrveranstaltungen IV..1 IV.. IV..3 Grundlagen Marketing Online-Marketing Cases in Marketing Formular Modulbeschreibung: Stand Modulbeschreibung gültig ab Wintersemester 01/15 Seite - -

Thomas Ginter Modulart Pflichtfach Turnus Jedes Semester Dauer 1 Semester Zulassungsvoraussetzungen 8 in 6 Workload 8 x 5 Stunden = 00 Stunden, mit der folgenden

3 IV..1 Grundlagen Marketing The Marketing Environment Managing Marketing Information / Marketing Analysis Company and Marketing Strategy Marketing-Mix Lecture with discussion (due to group size not an essential part). The students are provided with copies of the lecture slides which can be downloaded from our neo platform. The lecture slides follow the recommended below mentioned textbook so that it is easy to follow the content of the lecture. In order to make sure the students understand all concepts and details of the lecture there are short partner team work sessions in each lecture where the students answer short questions or have to find real life examples for the issues being discussed during the lecture. Lecture with discussion Gary Armstrong, Philip Kotler: Marketing - An Introduction. Prentice Hall 10th ed. 010 Heribert Meffert, Christoph Burmann, Manfred Kirchgeorg: Marketing: Grundlagen marktorientierter Unternehmensführung. Konzepte - Instrumente Praxisbeispiele, Wiesbaden 011 Guest lecturers Formular Modulbeschreibung: Stand nein x 5 Stunden = 50 Stunden, mit der folgenden Aufteilung: 30 Stunden / 60% 15 Stunden / 30% Empfohlenes semester Deutsch 5 Stunden / 10% Modulbeschreibung gültig ab Wintersemester 01/15 Seite - 3 -

The lecture slides follow the recommended below mentioned textbook so that it is easy to follow the content of the lecture.

4 IV.. Online-Marketing E-Commerce-Fundamentals E-Marketing Emphasis on main disciplines, tools and usage within a company Innovation of E-Products and E-Services Business- and Revenue-Models as well as Pricing Purchase- and Consuming-Behavior of Online Customers (BB and BC) E-Communications, E-Branding and E-Distribution of Products E-Customer Relationship-Management Lecture with discussion, Case-Studies and Exercises. Students are provided with all chart-copies, which can be downloaded from our neo platform. Case-studies are selected from the books or actual cases and companies from e-marketing media to emphasize the understanding of lecture content. To support this, exercises and discussions are planned, where students will give a short presentation and brief repetition of the learned content. Lecture with discussion, Case-Studies and Exercises. Wirtz, 010: E-Business Weiber, 001: Handbuch Electronic Business Maaß, 008: E-Business Management Wiedmann et. al. 00: Konsumentenverhalten im Internet Eggers/ Hoppen 001: Strategisches E-Commerce-Management Formular Modulbeschreibung: Stand nein x 5 Stunden = 50 Stunden, mit der folgenden Aufteilung: 30 Stunden / 60% 15 Stunden / 30% Empfohlenes semester Englisch 5 Stunden / 10% Modulbeschreibung gültig ab Wintersemester 01/15 Seite - -

Case-Studies and Exercises. Students are provided with all chart-copies, which can be downloaded from our neo platform.

5 IV..3 Cases in Marketing This course examines the application of current theories and concepts in marketing goods and services effectively to defined target customers from a domestic and global perspective. Topics include market research, identifying target customers, developing product offers, branding, pricing, marketing communications, and distribution channels. The role of marketing is critically examined from the perspective of the consumer, the economy, technology, legal/political issues, and ethical/social responsibility. The students will work in small teams on assignments like developing a strategy and marketing plan or analyzing markets, industries, customers, and competition. They will employ computer technology and online skills in obtaining, analyzing and managing information effectively. They will have to make a presentation. The focus of this class is on carrying out academic research, making presentations, working efficiently in a team and familiarize with marketing topics in the English language. Case Studies Gary Armstrong, Philip Kotler: Marketing - An Introduction. Prentice Hall 10th ed. 010 Books, articles, and online sources researched by the students Formular Modulbeschreibung: Stand ja x 5 Stunden = 100 Stunden, mit der folgenden Aufteilung: 30 Stunden / 30% 10 Stunden / 10% Empfohlenes semester Englisch 60 Stunden / 60% Modulbeschreibung gültig ab Wintersemester 01/15 Seite - 5 -

The role of marketing is critically examined from the perspective of the consumer, the economy, technology, legal/political issues, and ethical/social responsibility.

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