The Chair at a glance
Contents and didactic principles of the teaching program
The course "Basic Principles of Marketing" offered in the Bachelor's study program provides a comprehensive overview of the spectrum of the Marketing subject. The compulsory course "Consumer Behavior and Market Research" in Marketing and Service Management of the Bachelor's degree is a primary methodical foundation for marketing-relevant issues. In the elective-compulsive area of the Bachelor's study program (4th - 6th semester), there is the option of deepening the knowledge in the subject of Marketing by taking the courses Customer Management and Global Marketing Management (Chair for International Management).
In the Master's study program, interactive courses that deal with the strategic and operational-tactical decisions in Marketing are especially offered (currently: Marketing Decision-Making, Marketing Strategy, Customer Base Analysis, Product and Innovation Management). Here, quantitative marketing methods are allotted a wide room for decision-making.
Traditional examinations to obtain individual credit at the end of the semester are an exception in the Master's study program. As a rule, the courses' graded assessments are also obtained through discussion participation and creating several case studies during the semester. The added value of these interactive courses is based largely on small course groups.
The teaching program of the Bachelor's and Master's study programs is supplemented additionally by seminars dealing with case studies, current marketing research topics and real life projects.
Offerings for practice
In the past, the Chair for Marketing supported companies in many different ways when they had market-related decision problems. Important impulses for teaching and research activities could be gained from this experience. Therefore, we place strategic importance on this practical collaboration for the future as well.
In its practical collaboration, the Chair concentrates on the following subjects:
- Decision problems in the marketing of industrial goods,
- Company positioning & strategy
- International marketing,
- Consumer behavior analysis,
- Pricing policy decisions such as discount policies and price coordination in international business,
- Sales strategy and sales managementt
Approaches to solve these decision problems can be implemented through various forms of cooperation. The spectrum encompasses from classical consulting projects to the inclusion of topics in seminar-like projects of the Chair for Marketing or the awarding of theses. Lecture courses and workshops with customized preparation of topics are also part of this.
We would like to work together with you! Please send us an e-mail to: sekretariat-marketing(at)ku-eichstaett.de.