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

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

Integrated lecture

Prerequisites and co-requisites


Assessment methods and criteria

Lecture: final exam; Work sessions: continuous assessment