Principles of B2C Marketing
Integrated course, 3.00 ECTS
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.
Understanding the importance and role of marketing within a company;
Knowledge and application of marketing instruments;
Ability to critically examine marketing activities of companies;
Developing or re-adapting a marketing mix for existing or new products.
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
Prerequisites and co-requisites
Assessment methods and criteria
Lecture: final exam; Work sessions: continuous assessment