Unternehmensführung & Marketing
An introduction to the business fundamentals of the interdependence of companies and markets
Quick Info: Bachelor ׀ Lecture, tutorial ׀ German ׀ Every 2. summer term ׀ ECTS 6
General Information
| Teaching format | Lecture and tutorial |
|---|---|
| SWS | 2 (lecture) and 2 (tutorial) |
| Rotation | Every 2nd summer term alternating with the Institute for Market-Oriented Management |
| Type of examination | Written exam (60 minutes) |
| Credit points | 6 ECTS in P 7 (Marketing und Unternehmensführung) - PSTO 2015 |
| Time / room | See LSF for lecture and tutorials |
| Course language | German |
Course description
Students acquire basic knowledge of the function of marketing in companies, the analysis of markets, learn about the instruments of marketing and develop skills to create a corporate strategy that is consistently aligned with market needs. The fundamentals and levels of action of corporate management as well as concrete strategies of a resource- and market-oriented company are taught.
Structure
- Introduction to marketing
- Selected marketing approaches
- Market research
- Corporate strategy
- Market-oriented corporate management
- Designing products
- Selecting brand options
- Managing communication
- Making distribution decisions
- Price formation
- Online & Social Media Marketing