W352 – Marketingmanagement - Product
Modul
Marketingmanagement - Product
Marketingmanagement - Product |
Modulnummer
W352 [V5.2]
Version: 2 |
Fakultät
Wirtschaftswissenschaften
|
Niveau
Bachelor/Diplom
|
Dauer
1 Semester
|
Turnus
Sommersemester
|
Modulverantwortliche/-r
Prof. Dr. rer. pol. Anja Stöhr |
Dozent/-in(nen)
Prof. Dr. Peter Schmiedgen Prof. Dr. rer. pol. Anja Stöhr |
Lehrsprache(n)
Englisch |
ECTS-Credits
5.00 Credits |
Workload
150 Stunden |
Lehrveranstaltungen
4.00 SWS (2.00 SWS Vorlesung | 2.00 SWS Übung) |
Selbststudienzeit
90.00 Stunden |
Prüfungsvorleistung(en)
Keine
|
Prüfungsleistung(en)
Alternative Prüfungsleistung - Beleg Schriftliche Prüfungsleistung |
Lehrform
Interactive lectures |
Medienform
Keine Angabe
|
Lehrinhalte/Gliederung
In fast-changing marketplaces, it’s more vital than ever for marketers to develop meaningful relationships with their customers. Marketing management skills help students master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily live. Innovative product ideas are systematically developed for competitive differentiation purposes and stimulating new business. What to expect: Marketing Research Innovation & Branding Cross-& Up-Selling, CRM International Marketing Marketing Controlling Presentations |
Qualifikationsziele
Marketers are responsible for demand management and face a host of decisions in handling marketing tasks. These range from decisions such as what product features to design into a new product or what color to choose for new packaging. How far can we go customizing the offer for each customer? How can we build stronger brands? How can we grow our business? How can we measure the pay-off? How to create customer value and engagement? Principles of Marketing Management help students understand how to create values and build strong positive long-life customer relationships. |
Sozial- und Selbstkompetenzen
Keine Angabe
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Besondere Zulassungsvoraussetzung
Keine Angabe
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Empfohlene Voraussetzungen
Keine Angabe
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Fortsetzungsmöglichkeiten
Promotion/Marketingmanagement |
Literatur
Homburg, C.: Marketingmanagement, Strategie - Instrumente - Umsetzung – Unternehmensführung, akt. Auflage Kotler, P.: Creating Brand Equity Kotler, P. et al.: Marketing Management, latest edition Kotler, P.; Keller, K.-L.; Opresnik, M. O.: Marketing-Management: Konzepte - Instrumente - Unternehmensfallstudien (Pearson Studium - Economic BWL), akt. Auflage more in Marketing Management lectures ... |
Aktuelle Lehrressourcen
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Hinweise
Keine Angabe
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Link zu Kurs/Lernressourcen im OPAL
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