Fundamentals of Marketing Management

This course provides an overview of the basics of marketing management. Upon completion of the course, students will have basic marketing knowledge. Newer developments in marketing management such as the use of the Internet, the more comprehensive controlling of marketing processes or the systematic development of innovation potentials complement the course content in a meaningful way. In addition to knowledge of facts and methods, students primarily develop a broad understanding of the basic principles of marketing management. Students acquire the knowledge necessary to correctly assess the economic importance of the service sector and to recognize the special features of services. In addition, students gain an overview of the challenges for marketing management resulting from the special features and learn selected methods for problem solving. In addition, this course provides students with the competence to apply the knowledge gained in the lecture in practice. Through the targeted transfer of theoretical knowledge to practical use cases, a knowledge transfer takes place.

Course language: German

Responsible for the course: Prof. Dr. Jens Hogreve, Louisa Peine

This course is only offered in the summer semester.