WIW76520 – Marketing Principles

Module
Marketing Principles
Marketing Principles
Module number
WIW76520
Version: 1
Faculty
Business Administration
Level
Bachelor
Duration
1 Semester
Semester
Winter semester
Module supervisor

Prof. Dr. Matthias Richter
M.Richter(at)fh-zwickau.de

Dr. Krystin Zigan
krystin.zigan(at)fh-zwickau.de
Lecturer(s)

N.N.

Course language(s)

English
in "Marketing Principles"
ECTS credits

5.00 credits

Workload

150 hours

Courses

4.00 SCH (4.00 SCH Lecture with integrated exercise / seminar-lecture)
Self-study time

90.00 hours
30.00 hours Belegarbeit(en) - Marketing Principles
30.00 hours Fallstudie(n) - Marketing Principles
30.00 hours Self-study - Marketing Principles
Pre-examination(s)
None
Examination(s)

alternative Prüfungsleistung - Belegarbeit oder Vortrag
Module examination | Weighting: 100% | wird in englischer Sprache abgenommen
in "Marketing Principles"
Media type
No information
Instruction content/structure

The module Marketing Principles will cover the following topics:

  • The concept and process of marketing
  • The importance of segmentation, targeting and positioning
  • The principles of market research
  • The individual elements of the extended marketing mix: the product life cycle, new product development, pricing strategies, distribution options and the promotion mix.
  • The implications of ethics, sustainability and internationalisation for marketing managers.

The course is taught in a seminar style with practical examples and selected case studies.
Qualification objectives

By the end of this module, students should be able to:

  • Demonstrate knowledge of the concepts and the principles of marketing
  • Demonstrate an ability to evaluate and interpret marketing concepts and principles in relation to other business functions
  • Understand different approaches to market research
  • Appreciate the challenges of ethical and sustainable marketing decision-making in domestic and international business environments
Special admission requirements

keine
Recommended prerequisites
No information
Continuation options
No information
Literature
  • Carvill, M. (2021) Sustainable Marketing: How to Drive Profits with Purpose. Bloomsbury
  • Fantapié Altobelli (2017): Marktforschung. Methoden – Anwendungen –Praxisbeispiele, 3. Aufl., Konstanz.
  • Foscht, T.; Swoboda, B.; Schramm-Klein, H. (2017): Käuferverhalten. Grundlagen – Perspektiven – Anwendungen, 6. Aufl., Wiesbaden.
  • Homburg, C. (2020). Marketingmanagement: Strategie – Instrumente – Umsetzung – Unternehmensführung, 7. Aufl., Wiesbaden.
  • Jobber, D. and Ellis-Chadwick, F. (2019). Principles and Practice of Marketing, 9th ed., McGraw-Hill Education, London.
  • Kroeber-Riel, W.; Gröppel-Klein, A. (2019): Konsumentenverhalten. 11. Aufl., München.
  • Kotler, P. et al. (2019). Principles of Marketing, 8th European ed., Person, London.
  • Meffert, H., Burmann, C.; Kirchgeorg, M. , Eisenbeiß, M. (2018). Marketing: Grundlagen marktorientierter Unternehmensführung (13. Aufl.). Wiesbaden.
  • Meffert, H., Kenning, P., Kirchgeorg, M. (2015): Sustainable Marketing Management: Grundlagen und Cases, Wiesbaden.
  • Solomon, M; Bamossy, G.; Askegaard, S.; Hogg, M.K. (2016): Consumer Behavior. A European Perspective. 6. Aufl. Harlow.
Notes
No information
Assignment to curriculum

470 Green Engineering and Sustainable Management - Bachelor 2022 Vollzeit

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