Fundamentals of Marketing (ILV)


Course lecturer:

Mag. Mag. Dr.

 Simone Kainz
Course numberB4.00000.00.061
Course codeGL Mark
Semester of degree program Semester 2
Mode of delivery Presencecourse
ECTS credits2,0
Language of instruction English

The course is designed to familiarize students with the basics of Strategic and Tactical Marketing. They can

  • explain the differences and particularities in B2C Marketing, B2B Marketing and Service Marketing,
  • explain the central decision-making areas of Strategic Marketing (Segmentation, Positioning) and Tactical Marketing (i.e. Marketing Mix respectively 4Ps),
  • develop an integrated marketing concept and
  • evaluate marketing concepts for their suitability in different business situations.

  • Basics of Marketing
  • Marketing Analysis
  • Strategic Marketing
  • Tactical Marketing (i.e. 4Ps)

Mooradian, T., Matzler, K., & Ring, L. (2013). Strategic Marketing: Pearson New International Edition. Pearson Higher Ed.
Kotler, P., & Armstrong, G. (2013). Principles of Marketing. Pearson education.
Kotler, P., & Keller, K. (2011). Marketing management 14th edition. Prentice Hall.

The course contents are alternately elaborated by presentations of the lecturer and through the development of practical examples and case studies by the students.