International Management

Principles of B2C Marketing

Integrated course, 3.00 ECTS


Course content

The aim of this course is to provide students with basic knowledge of market segmentation, consumer behaviour, marketing research and the 4 Ps of Marketing: Product, Price, Place and Promotion. Special emphasis is put on the area of consumer marketing. Theoretical lectures will be combined with practical exercises and student presentations which analyze the best practise implementation of marketing.

Learning outcomes

This module provides students with an in-depth understanding of international marketing. Students will be familiarized with marketing methods as well as individual marketing areas. This module focuses on a combination of theoretical marketing lectures, practical examples, case studies as well as interactive study methods.

Recommended or required reading and other learning resources / tools

Bücher: Kottler/Keller, Marketing Management, 13. Auflage (2009) or later;
Brennan/Canning/McDowell, Business-to-Business Marketing, 2nd edition (2010), or later
Michael Hutt, Thomas W. Speh, Business Marketing Management, 8th edition (2004), or later;
Bill Donaldson; Sales Management, Third Edition (2007), or later.
Academic Journals: European Journal of Marketing; Industrial Marketing Management

Mode of delivery

Integrated lecture (1 group, 1 THW) and seminar (2 groups, 2 THW each). Total 5 THW

Prerequisites and co-requisites


Assessment methods and criteria

Final exam