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 formatLecture and tutorial
SWS2 (lecture) and 2 (tutorial)
RotationEvery 2nd summer term alternating with the Institute for Market-Oriented Management
Type of examinationWritten exam (60 minutes)
Credit points6 ECTS in P 7 (Marketing und Unternehmensführung) - PSTO 2015
Time / roomSee LSF for lecture and tutorials
Course languageGerman

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.


  • 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