363-0403-00L  Introduction to Marketing

SemesterAutumn Semester 2017
LecturersF. von Wangenheim
Periodicityyearly recurring course
Language of instructionEnglish



Catalogue data

AbstractThe course is designed to convey a profound understanding of marketing's role in modern firms, its interactions and interfaces with other disciplines, its main instruments and recent trends. Particular attention is given to emerging marketing concepts and instruments, and the role of marketing in technology firms.
ObjectiveAfter taking the lecture, students should have knowledge about
1) The definition and role of marketing (marketing basics)
2) Creating marketing insights - understanding customer behavior
- Theoretical concepts in customer behavior (customer behavior)
- Analytical means to extend knowledge on customer behavior (marketing research)
- Strategic tools to quantify customer behavior (CLV, CE)
3) Strategic marketing - translating marketing insights into actionable marketing strategies
- Segmentation, Targeting, and Positioning
- Attracting customers (marketing mix, 4Ps)
- Maintaining profitable customer relations (CRM)
ContentThe course is designed to convey a profound understanding of marketing's role in modern firms, its interactions and interfaces with other disciplines, its main instruments and recent trends. Particular attention is given to emerging marketing concepts and instruments, and the role of marketing in technology firms.

The lecture features tutorial sessions that are held at irregularly spaced intervals throughout the semester (approximately every third week). The tutorial sessions take place at the same time and location as the main lecture. It serves to illustrate theoretical and methodological concepts from the lecture by walking students through the analysis of real-world data from the telecommunications industry. The case data will be provided so that students practice and apply the concepts of the lecture on their own. The tutorial is held jointly by two Teaching Assistants (Zhiying Cui and Jana Gross) and the professor (Prof. F. von Wangenheim).
LiteratureKotler, P./Armstrong, G.: Principles of Marketing, 17th edition, Pearson 2017.
Weekly readings, distributed in class (via Moodle)

Performance assessment

Performance assessment information (valid until the course unit is held again)
Performance assessment as a semester course
ECTS credits3 credits
ExaminersF. von Wangenheim
Typeend-of-semester examination
Language of examinationEnglish
RepetitionA repetition date will be offered in the first two weeks of the semester immediately consecutive.
Additional information on mode of examinationThe end-of-semester examination comprises a written, closed-book exam. A monolingual English dictionary (not a thesaurus) and a non-programmable calculator are allowed as auxiliary resources.
Students have one extra-credit opportunity offered during the semester to improve the final grade. The final grades of students who do not take the extra-credit opportunity are unaffected by others’ participation.

Learning materials

No public learning materials available.
Only public learning materials are listed.

Courses

NumberTitleHoursLecturers
363-0403-00 GIntroduction to Marketing2 hrs
Tue13-15HG E 5 »
F. von Wangenheim

Groups

No information on groups available.

Restrictions

There are no additional restrictions for the registration.

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