Marketing

For Business Minors

Semester	Fall
Type	Compulsory Lecture, Exercises, and Tutorials
Format	Live and on-campus (not recorded)
Hours/week	5
ECTS Credits	6
Assessment	Written Exam
Language	German
Contact	Fabian Schedel, M.Sc.
Lecturer	Prof. Dr. Florian Kraus
Kick-off Date	TBA
Timetable Lecture	Mondays, 8.30 – 10.00 am in room SO 108 or Mondays, 10.15 – 11.45 am in room SO 108
Timetable Exercises	Three 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 – 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.
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.