Marketing Principles and Strategies
Integrated course, 2.00 ECTS
In the first part we will cover fundamentals of marketing according to Kottler and draw the connection to food marketing. After students learn the fundamentals of market research, consumer behavior, segmentation and the 4 Ps, the second part of the course will cover different external and internal analytical instruments. Different strategic approaches and supervised assignments will complete the course.
Based on fundamentals of marketing, students learn to develop a solid marketing concept. They not only reflect on the special features of food marketing but also learn about branding. This module will be rounded off by developing different professional communication pathways with special focus on crossmedia and social media marketing.
Recommended or required reading and other learning resources / tools
Kotler/Keller, Marketing Management 14, Pearson Education, Harlow 2012
Mode of delivery
Prerequisites and co-requisites
Modules on economy in 4th Semester
Assessment methods and criteria