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363-0403-00L  Introduction to Marketing

SemesterHerbstsemester 2018
DozierendeF. von Wangenheim
Periodizitätjährlich wiederkehrende Veranstaltung
LehrspracheEnglisch



Katalogdaten

KurzbeschreibungThe course is designed to convey a profound understanding of marketing's role in modern firms, its interactions and interfaces with other disciplines, its main instruments and recent trends. Particular attention is given to emerging marketing concepts and instruments, and the role of marketing in technology firms.
LernzielAfter taking the lecture, students should have knowledge about
1) The definition and role of marketing (marketing basics)
2) Creating marketing insights - understanding customer behavior
- Theoretical concepts in customer behavior (customer behavior)
- Analytical means to extend knowledge on customer behavior (marketing research)
- Strategic tools to quantify customer behavior (CLV, CE)
3) Strategic marketing - translating marketing insights into actionable marketing strategies
- Segmentation, Targeting, and Positioning
- Attracting customers (marketing mix, 4Ps)
- Maintaining profitable customer relations (CRM)
InhaltThe course is designed to convey a profound understanding of marketing's role in modern firms, its interactions and interfaces with other disciplines, its main instruments and recent trends. Particular attention is given to emerging marketing concepts and instruments, and the role of marketing in technology firms.

The lecture features tutorial sessions that are held at irregularly spaced intervals throughout the semester (approximately every third week). The tutorial sessions take place at the same time and location as the main lecture. It serves to illustrate theoretical and methodological concepts from the lecture by walking students through basic marketing data analyses, where students can practice and apply the concepts of the lecture on their own. The tutorial is held jointly by two Teaching Assistants (Zhiying Cui and Jana Gross) and the professor (Prof. F. von Wangenheim).
LiteraturKotler, P./Armstrong, G.: Principles of Marketing, 17th edition, Pearson 2017.
Weekly readings, distributed in class (via Moodle)

Leistungskontrolle

Information zur Leistungskontrolle (gültig bis die Lerneinheit neu gelesen wird)
Leistungskontrolle als Semesterkurs
ECTS Kreditpunkte3 KP
PrüfendeF. von Wangenheim
FormSemesterendprüfung
PrüfungsspracheEnglisch
RepetitionEs wird ein Repetitionstermin in den ersten zwei Wochen des unmittelbar nachfolgenden Semesters angeboten.
Zusatzinformation zum PrüfungsmodusThe end-of-semester examination is a closed-book computer exam. A monolingual English dictionary (not a thesaurus) is allowed as an auxiliary resource.
Students have one optional extra-credit opportunity offered during the semester to improve the final grade up to 0.25. Students who do not take the extra-credit opportunity can still achieve the maximum grade of 6.
Online-PrüfungDie Prüfung kann am Computer stattfinden.

Lernmaterialien

Keine öffentlichen Lernmaterialien verfügbar.
Es werden nur die öffentlichen Lernmaterialien aufgeführt.

Lehrveranstaltungen

NummerTitelUmfangDozierende
363-0403-00 GIntroduction to Marketing2 Std.
Di13-15HG E 5 »
F. von Wangenheim

Gruppen

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Einschränkungen

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