Marketing

Description

The course aims at contributing to the following learning results: The student... Analyses the environment in which an organisation is active and estimates the influence of environmental factors on the functioning of the organization (1.a) Understands basic theories, basic terms, and basic concepts of each management domain, in particular with respect to the financial, operational, commercial and organisational activities, and applies them when solving  (business) economics problems (2.a) Understands basic theories, basic terms, and basic concepts of Marketing Management, in particular with respect to customer relationship marketing, customer value, customer satisfaction, customer equity , and applies them when solving  (business) economics problems 2.a.1) Formulates and evaluates critically the objectives and tools of a marketing planning and strategy (2.l) Analyses the impact of marketing decisions on the level of the market, the organisation and the consumer (2.m) Detects the impact of regional, national and international environmental factors on corporate policies and estimates the complexity of operating in an international environment when putting together a strategy (3.a) Analyses price-setting and the various pricing strategies for the most important market forms (3.b) Analyses the functioning of organisations and markets in relation to society and its actors (4.c) Uses disciplinary scientific knowledge to solve (business) economic problems (4.d) Clearly formulates the problem in dialogue with the supervisor(s) but with a sufficient degree of autonomy, defines the research thesis and derives research questions from it for a (business) economics problem with practical relevance (6.a) Integrates sustainability values in the analysis of topical (business) economic problems and proposes solutions that take into account these values (12.d) The student analyses ethical issues in marketing. The student develops insight into how marketing tools can contribute to sustainable and ethical consumer behaviour. The student explores how a marketing strategy can be shaped around economic, ecological, and social value. The student analyses how societal developments related to sustainability (ERS) influence marketing decisions. The course introduces the student to the fundaments of Marketing in a B2C and B2B environment. In this course, the marketing process of creating value for customers in order to capture value for the company in return, will be unraveled step by step. Students will be familiarized with the philosophy of market-oriented thinking and acquire general knowledge of the wide range of marketing activities ongoing in contemporary firms. In addition, this course provides the necessary building blocks for more specialized managerial and marketing courses in the programme. Competences and competence levels to be attained: 1. Is able to relate theory to practice 2. The student has an insight into the enterprises’ policy-making processes and is able to place actual management theories within this context 3. Reflects critically on the achievements and limitations of his/her own field of study 4. The student is able to follow the discussion about developments within his/her own field of study and to assess social consequences 5. The student is able to discuss business-related problems in team and to introduce a scientifically sound solution in a creative way, even if the problem exceeds the boundaries of his/her own discipline 6. The student is able to indicate a research problem 7. The student is able to read and understand a scientific article from the Marketing domain, also the theoretical background and design.