820705858 15S 2SWS VO Marketing (WI000688, WI000820)   Hilfe Logo

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Marketing (WI000688, WI000820) 
Summer semester 2015
Chair of Marketing (Prof. Fuchs)
(Contact information)
Allocations: 1 
Angaben zur Abhaltung
The course consists of ten units. After an introduction into marketing and marketing management, the course will provide insights into strategic marketing. Furthermore, basic theories and concepts in modern marketing will be presented and discussed. The final units deal with the marketing mix instruments (7 P's). The ten units are as follows:
1. Principles of Marketing,
2. Marketing Strategy and Environment,
3. Creating Customer Value, Satisfaction, and Loyalty,
4. Information Management and Market Research,
5. Analyzing Consumer and Business Markets,
6. Competition and Differentiation from Competitors,
7. Segmenting, Targeting, and Positioning,
8. Creating and Managing Products and Services, Brand Management,
9. Pricing,
10. Marketing Communications, Marketing Channels, and Service P's.
At the end of the module, students will be able to (1) remember and understand the key terms used in marketing, (2) explain common marketing theories and frameworks, (3) describe and justify the use of both marketing strategies and marketing mix instruments, and (4) relate the strategies and use of instruments to core concepts in marketing, such as customer lifetime value, segmenting, targeting, and positioning, decision making styles, customer-perceived value, satisfaction, and loyalty, as well as branding.

The content of the course is taught in a lecture. Students will be motivated to read the literature before and after each lecture and relate it to the content taught in class. Furthermore, they will be motivated to discuss the content in online forums that are made available to the students online.
Für die Anmeldung zur Teilnahme müssen Sie sich in TUMonline als Studierende*r identifizieren.
Kotler/Keller/Brady/Goldman/Hansen (2012): Marketing Management, 2nd European ed., Pearson: Harlow. Kotler/Armstrong (2014): Principles of Marketing, 15th ed., Pearson: Harlow. Homburg (2015): Marketingmanagement. Strategie – Instrumente – Umsetzung – Unternehmensführung, 5. Aufl., Gabler: Wiesbaden.
Online information
e-learning course (moodle)