Marketing
For Business Minors
| Semester | Fall |
| Type | Compulsory Lecture, Exercises, and Tutorials |
| Format | Live and on-campus (not recorded) |
|
Hours/ | 5 |
| ECTS Credits | 6 |
| Assessment | Written Exam |
| Language | German |
| Contact | Fabian Schedel, M.Sc. |
| Lecturer | Prof. Dr. Florian Kraus |
| Kick-off Date | Monday, 1 September 2025 |
| Timetable Lecture |
Mondays, 8.30 – 10.00 am in room A3, 001 or Mondays, 10.15 – 11.45 am in room SO 108 |
| Timetable Exercises |
Four parallel Exercises Group 1 – Mondays, 3.30 – 4.15 pm in room M 003 Group 2 – Mondays, 4.15 – 5.00 pm in room M 003 Group 3 – Mondays, 5.15 – 6.00 pm in room M 003 Group 4 – Tuesdays, 8.30 – 10.00 am in room SO 108 (Intensivsession) Please register yourself for one of the offered exercises on Portal 2 (no seat guarantee). Should the capacity be full on an event date, we ask you to switch accordingly to one of the alternative dates. |
| Exam date | tba (90 Minutes) |
| Short Description |
The course provides an introductory overview of all areas in marketing. It is designed for students with business as a minor. A registration on Portal2 is required for the exercices. All further information will be announced online at ILIAS. You can register for the e-learning group by enrolling to one of the lectures in Portal2. |
| Course Outline |
1. General Basics 2. Theoretical Perspective: Consumer Behavior 3. Information-Related Perspective: Market Research 4. Strategic Perspective: Strategic Marketing 5. Instrumental Perspective 5.1 The Fundamentals of Product Policy 5.2 The Fundamentals of Pricing 5.3 The Fundamentals of Communication 5.4 The Fundamentals of Distribution and Sales 6. Institutional Perspective 6.1 Service Marketing 6.2 Business-to-Business Marketing 6.3 International Marketing |
| Reading List |
Homburg, Ch. (2020), Grundlagen des Marketingmanagements, 6. Auflage, Wiesbaden. Homburg, Ch. (2017), Übungsbuch Marketingmanagement, 2. Auflage, Wiesbaden. |