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Marketing Consolidation
level of course unit
ConsolidationLearning outcomes of course unit
The students have in-depth knowledge of marketing planning and organization and are able to conceive, design, implement and analyze academic or application-oriented marketing projects by deriving recommendations for action.
prerequisites and co-requisites
Market Research VO & UE
course contents
Drawing on the fundamentals of strategic marketing planning, students gain knowledge for the efficient and effective handling of marketing problems. This is done by selecting a course of various specializations and includes, among other things, the organization, implementation and reflection of academic and application-oriented, comprehensive tasks in the field of marketing.
recommended or required reading
• Kotler, P., Keller, K.L., and Opresnik, M.O. (2017). Marketing-Management: Konzepte - Instrumente - Unternehmensfallstudien, Pearson Studium.
• Esch, F.-R. (2018). Strategie und Technik der Markenführung. München: Vahlen Verlag.
• Esch, F.-R. (2018). Strategie und Technik der Markenführung. München: Vahlen Verlag.
assessment methods and criteria
written exam
language of instruction
Germannumber of ECTS credits allocated
5eLearning quota in percent
15course-hours-per-week (chw)
2planned learning activities and teaching methods
Integrated course, group work, case studies, discussions, e-learning
