International

Marketing & Brand Management(E)

level of course unit

First Cycle

Learning outcomes of course unit

By the end of the course, students will be familiar with marketing principles and strategic marketing and sales thoughts. They will be able to interpret the role of sales and marketing from a modern management perspective and become acquainted with relevant strategic and operative tasks. They will become aware of strategic marketing and sales problems and learn how to solve them. Beyond, students will learn how to segment and target a market and how to position a firm. They will be able to critically reflect marketing and sales strategies and to apply the right techniques.

prerequisites and co-requisites

non

course contents

Sales and Marketing as Managerial Challenges
The Marketing Concept
Sales Management
The Marketing Plan
Segmentation, Targeting, Positioning
Product Management
Brand Management
Price Management
Distribution Management
Communications Management
Marketing implementation

recommended or required reading

Grewal/Levy: Marketing. McGraw-Hill Education, 6th edition 2017.
Jobber/Lancaster: Selling and Sales Management. Financial Times Prent. 10th edition 2015.
Armstrong/Adam/Denize/Kotler: Principles of marketing. Pearson Australia, 6th edition 2014.

assessment methods and criteria

Written exam and/or presentation

language of instruction

English

number of ECTS credits allocated

3

eLearning quota in percent

0

course-hours-per-week (chw)

2

planned learning activities and teaching methods

Lecture, group work, case studies

semester/trimester when the course unit is delivered

1

name of lecturer(s)

Dr. Kristina Kampfer

year of study

1

recommended optional program components

none

course unit code

IP_BUS124

type of course unit

integrated lecture

mode of delivery

Compulsory

work placement(s)

none

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