Banking and Insurance Industry


Lecture, 3.00 ECTS


Course content

The course gives an introduction to the basics of marketing. The basic tasks of marketing in companies and marketing instruments are discussed.

The core contents include:
[1] Fundamentals of Marketing
[2] Marketing Management
[3] Buyer behavior
[4] Market research
[5] Market segmentation
[6]Product policy
[7] Pricing policy
[8] Distribution Policy
[9] Communication Policy

The course is completely held as a blended learning course to promote the digital skills of the participants and the time flexibility.

Learning outcomes

Upon completion of the module, students will be able to explain basic aspects of marketing, be able to apply basic concepts of market research, segmentation and marketing management, explain the possibilities of digital communication in marketing and explain by means of examples. They are able to design operational and strategic digital marketing measures in case studies.

Recommended or required reading and other learning resources / tools

Literature Meffert, H./Burmann, C./Kirchgeorg, M.: Marketing. Grundlagen marktorientierter Unter-nehmensführung;
Bruhn: Marketing;
Bruhn: Marketin Übung;
Homburg: Grundlagen des Marketingmanagements;

Kreutzer: Online Marketing;
Gentsch: Künstliche Intelligenz für Sales, Marketing und Service: Mit AI und Bots zu einem Algorithmic Business – Konzepte, Technologien und Best Practices;
Kreutzer, Land: Digitale Markenführung;
Frohmann: Digitales Pricing;

Mode of delivery


Prerequisites and co-requisites


Assessment methods and criteria

Partial exams and final exam