204-041-IO Marketing Management
Study program: | International Management (MBA) |
Academic level and semester: | Master, 1st semester |
ECTS credits/workload per semester: | 3 / 75 |
Contact hours per week/contact hours per semester: | 2 / 25 |
Type/Teaching method: | Lecture |
| Language of instruction: | English |
Frequency: | Every semester |
Lecturer: | Prof. Dr. André Bühler |
Content: | The course offers a comprehensive introduction to marketing by delivering an answer to the basic question: What is marketing? The students learn about marketing orientations, the concept of marketing management, consumer behavior, customer relationship management, marketing strategy, marketing planning, marketing process, marketing mix, and marketing audit. The students will apply the theoretical concepts to a continuous case study including class room presentations. |
Textbooks: |
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| Recommended for: | Undergraduates, graduates |
| Prerequisites: | Introductory class in Marketing or as corequisite |
Restrictions: | This course cannot be taken concurrently with 102-009-IO-02 Marketing and International Business and 203-017 Marketing and Market Research; number of Undergraduates is limited to 6 |
Assessment: | Presentation |