Modul mit Lehrveranstaltungsdetails


Allgemeine Informationen
Principles of Marketing
Principles of Marketing
1.3
Prof. Dr. Hardiman, Marco (marco.hardiman@fh-kiel.de)
Sommersemester 2019
1 Semester
In der Regel jedes Semester
Deutsch
Studiengänge und Art des Moduls (gemäß Prüfungsordnung)
Studiengang Vertiefungsrichtung Schwerpunkt Modulart Fachsemester
B.A. - BWL - Betriebswirtschaftslehre Pflichtmodul

Kompetenzen / Lernergebnisse
Kompetenzbereiche: Wissen und Verstehen; Einsatz, Anwendung und Erzeugung von Wissen; Kommunikation und Kooperation; Wissenschaftliches Selbstverständnis/Professionalität.
Course Scope and Mission
This course is designed to introduce you to the fundamentals of contemporary marketing through the discussion of theoretical and practical aspects of modern marketing management and application of marketing principles to a real-world case.

You will learn the basic concepts of the marketing definition, consumer behavior, and the principal marketing functions: strategy, product development, branding, pricing, distribution, communication, research, and planning.

This course provides a decision oriented overview of marketing management in modern organizations. The students who succeeded in this course
‣ ... will be able to Develop strategic skills in identifying marketing opportunities, in order to adapt an organization to its markets.
‣ ... will be able to Analyze customers, competitors, collaborators and designing the firm’s capabilities to serve its markets.
‣ ... will be able to Explain target market selection. 

These objectives will be achieved by a combination of lectures, discussions, videos, cases, assignments, and may be by guest lecturers.
The students who succeeded in this course 
‣ ... will be able to Define meaningful, practical experience in planning and communicating marketing strategies, plans, and programs.
‣ ... will be able to Build managerial skills involved in working effectively with others in a market-oriented team effort.
‣ ... will be able to Develop insights about creative selection of target markets and blending strategic decisions related to product, price, promotion and place to meet the needs of a target market.
 
These objectives will be achieved by a combination of lectures, discussions, videos, cases, assignments, and may be by guest lecturers.
The students who succeeded in this course 
‣ ... will be able to Explain the skills in marketing strategy setting, and in translating analytical conclusions into actionable marketing recommendations in enterprises of all kinds.

These objective will be achieved by a combination of lectures, discussions, videos, cases, assignments, and may be by guest lecturers.
The students who succeeded in this course 
‣ ... will be able to Reflect their own abilities regarding today's basic and common marketing challenges.  
‣ ... will be able to Improve their marketing skills, especially new marketing methods and tools, on their own.

These objectives will be achieved by a combination of lectures, discussions, videos, cases, assignments, and may be by guest lecturers.
Angaben zum Inhalt
0. Introduction into Marketing
1. Marketing: Creating & Capturing Customer Value
2. Company and Marketing Strategy 
3. Customer-Driven Marketing Strategy: Creating Value for Target Customers
4. Creating Competitive Advantage 
5. Analyzing the Marketing Environment
6. Managing Marketing Information to Gain Customer Insights 
7. Consumer Markets and Consumer Buying Behavior
8. Business Markets and Business Buyer Behavior 
9. Products, Services, and Brands: Building Customer Value
10. New Product Development and Product-Life-Cycle Strategies
11. Customer-Driven Marketing Strategy: Creating Value for Target Customers 
12. Pricing: Understanding and Capturing Customer Value
13. Pricing Strategies 
14. Marketing Channels: Delivering Customer Value
15. Retailing and Wholesaling 
16. Communicating Customer Value: Integrated Marketing Communications Strategy
17. Advertising and Public Relations 
18. Personal Selling and Sales Promotion
19. Direct and Online Marketing

Please register in LMS/Moodle for this class. The course with further information will be available one week before 1st class.
‣ Textbook: Kotler, P. & Armstrong, G., 2016. Principles of Marketing, 16th ed., Prentice Hall.
 (older editions are also useable!)
‣ Required Additional Readings: Listed under each date of class or within the class in the syllabus which is provided in the 1st session.
‣ Readings will be made available through various ways: electronic copy (when available); hard copy at the library; and 2 copies in the previous class so students can arrange amongst themselves to photocopy.
‣ For classroom activities it might be beneficial to bring a device with internet access to the class (e.g. notebook, tablet or smartphone).
Lehrveranstaltungen
Arbeitsaufwand
4 SWS
5,0 Leistungspunkte
48 Stunden
102 Stunden
Modulprüfung
Prüfungsform Dauer Gewichtung gem. PVO §11 Satz 3 anrechenbar Benotet Anmerkung
Portfolioprüfung 100 %