BWL B: Absatz und Beschaffung
The course aims to provide students with a fundamental understanding of the marketing planning and execution process. That is, the course provides an introduction into the area of marketing.
The main goal of this course is to provide students with a fundamental understanding of how firms develop marketing strategies for their products and services and how they implement these strategies through specific marketing instruments. Furthermore, the course also aims to familiarize students with the methods that are necessary for making effective marketing decisions and to enable them to reflect on the use of these methods in a critical manner. On a limited scale, this course also deals with the ethical and social issues that firms may face in their marketing activities
It is recommended to complete the course "Einführung in die Betriebswirtschaftslehre" previously.
Further information on this course and the application procedure can be obtained on CAMPUS.
Note I: In the summer term 2015, a new concept ("flipped classroom") will be implemented. Further information will be provided in the first lecture and can be found in the Course Outline.
Note II: for students of M.Sc. in Management, Business and Economics: The course has been modified for master's students. They now visit the newly conceptualized course "Principles of Marketing".