W740 – Marketing Focus

Module
Marketing Focus
Marketing Focus

Please note: This module will be offered for the first time in the Winter semester 2025/26 semester.
Module number
W740
Version: 1
Faculty
Business Administration
Level
Bachelor/Diploma
Duration
1 Semester
Semester
Winter semester
Module supervisor

Prof. Dr. rer. pol. Anja Stöhr
anja.stoehr(at)htw-dresden.de
Lecturer(s)

Prof. Dr. rer. pol. Anja Stöhr
anja.stoehr(at)htw-dresden.de
Course language(s)

English
in "Marketing Focus"
ECTS credits

5.00 credits

Workload

150 hours

Courses

4.00 SCH (2.00 SCH Lecture | 2.00 SCH Seminar)
Self-study time

90.00 hours

Pre-examination(s)
None
Examination(s)

Alternative examination - Documentary work
Module examination | Weighting: 100% | tested in English language
in "Marketing Focus"
Form of teaching

Flipped Classroom
Media type
No information
Instruction content/structure

Marketing is a constantly changing field and there are always new trends and technologies that surprise and excite us.

The task of marketing is to create a portfolio of services that is both efficient and creative, starting with innovation and ending with the servicing of products and services in a customer-centred and company goal-oriented manner:

From the use of artificial intelligence,

the Integration of sustainability and social responsibility into marketing

to User-generated Content (UGC) and so on.

If you want to know how to incorporate new trends into your marketing strategy, then you are right here:

Companies that use marketing trends can optimize their marketing strategies and increase their business success. It's important to keep customer loyalty in mind and use the latest technologies to stand out from the competition.
Qualification objectives

The program enables students to address current topics in marketing in the context of, for example economic and technological megatrends as well as changing customer needs and to derive consequences for later work in practical marketing.

The focus is on the dynamics of the market and customer needs.

Professional competence
-Apply, analyze and link theory- & practice-relevant subject contents
Methodological competence
-Problem solving & critical thinking
Social and personal skills

Social Skills
 -Written communication
- Oral communication
- Cooperation in a team & dealing with conflicts

Self Competence
- Self-management & self-reflection
- Learning & Change
Special admission requirements
Recommended prerequisites
Continuation options
Literature
None
Current teaching resources

Opalfolder
Notes
No information
Link to course/learning resources in OPAL
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