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Study Trip: Integrated Excursion Project - Marketing
level of course unit
2. Master study cycleLearning outcomes of course unit
The students:
• become familiar with companies and institutions during a study trip lasting several days.
• are able to compare national and multinational companies from a profitability point of view and analyze practical cases.
• are able to work on management challenges in the field of marketing or finance actively and with their previously-acquired specialist and methodological knowledge, develop and present strategic solution proposals and deal construc-tively with feedback from the companies.
• become familiar with companies and institutions during a study trip lasting several days.
• are able to compare national and multinational companies from a profitability point of view and analyze practical cases.
• are able to work on management challenges in the field of marketing or finance actively and with their previously-acquired specialist and methodological knowledge, develop and present strategic solution proposals and deal construc-tively with feedback from the companies.
prerequisites and co-requisites
4th semester: Specialization in International Marketing Management course of the 1st year of study
course contents
• Study trip lasting several days with a visit to one or more companies or institutions
• Students are confronted with current and specific challenges
• Students analyze the situation and work out potential solutions, which are presented and discussed with the company representatives
• Students are confronted with current and specific challenges
• Students analyze the situation and work out potential solutions, which are presented and discussed with the company representatives
recommended or required reading
• Hollensen, Svend: Marketing Planning. Pearson (latest edition)
• Kotler, Philipp et al.: Marketing Management. Pearson (latest edition)
• West, Douglas et al.: Strategic Marketing – Creating Competitive Advantage. Oxford University Press (latest edition)
• 1-2 current journal articles (e.g. American Marketing Journal, Marketing Review St. Gallen)
• Kotler, Philipp et al.: Marketing Management. Pearson (latest edition)
• West, Douglas et al.: Strategic Marketing – Creating Competitive Advantage. Oxford University Press (latest edition)
• 1-2 current journal articles (e.g. American Marketing Journal, Marketing Review St. Gallen)
assessment methods and criteria
Term paper, presentation
language of instruction
Englishnumber of ECTS credits allocated
3eLearning quota in percent
15course-hours-per-week (chw)
2planned learning activities and teaching methods
excursion
