This course is designed to familiarize students with the fundamentals of strategic and operational marketing. The students

• can explain the central decision areas of marketing (marketing strategies, segmentation, positioning, marketing mix),
• can explain the differences and special features in B2C marketing, B2B marketing and services marketing,
• can develop an integrated marketing concept and
• independently carry out the necessary secondary analyses (e.g. on market trends, competitors),
• can create simple advertising materials and
• evaluate marketing concepts for their suitability for different company situations.

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The course "Fundamentals of Marketing" covers the following topics/contents:

• Marketing in B2B, B2C and services context,
• Decision fields of strategic marketing,
• Decision fields of operational marketing (marketing mix),
• Conducting secondary analyses,
• Structure of a marketing concept

Bruhn, M. (2019): Marketing. Grundlagen für Studium und Praxis. 14. Auflage. Wiesbaden: Springer Gabler.
Walsh, G. et al. (2013): Marketing: Eine Einführung auf der Grundlage von Case Studies. 2. Auflage. Wiesbaden: Springer Gabler.
Additional authentic materials will be provided by the lecturer and made available and adapted to student needs.
Recommended reading and reference works:
Business Spotlight Magazine (https://www.business-spotlight.de/)
Harvard Business Review (https://hbr.org./)
TED Talks (www.ted.com)
Presentation guru (https://www.presentation-guru.com/)

Moderated group work, lecture, discussion, reflection paper, lecture by and discussion with business experts

Cumulative module examination
The module grade is calculated weighted by the ECTS credits of the individual courses of the module and results as follows:
ILV "Fundamentals of Marketing" - 2 ECTS Credits
Assessment type: Continuous assessment
Assessment method/s: Participation in class, multiple choice tests, processing of case study, presentation