Summary
Marketing summary
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Marketing introduction; basics of marketing
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Marketing-Zusammenfassung1) Organisation of the Course
topic
Organization of the course & introduction to marketing
Consumer behaviour
Market research
Strategy analysis of initial situation
Strategy formulation
Part 1 & 2 Exercises
Marketing mix-product management, brand management & established
products
Part 2& 3 exercises
Marketing mix-place & promotion
Marketing mix-promotion & price
Exercises & exam preparation
Acquire knowledge and understand the international world of Marketing are key learning
objectives of the course:
Programme Intended Learning Outcomes (ILOs) Course Intended Learning Outcomes (ILOs)
Knowledge-Possess essential knowledge in major Acquire a sound knowledge about the
fields of business to operate efficiently in a principles of Marketing and realize how
professional environment they are applied in practice
Understand the importance of marketing
within a company to establish long lasting
revenues
Wissen- Besitzen Sie grundlegendes Wissen in • Ein fundiertes Wissen über die Prinzipien des
wichtigen Geschäftsfeldern, um in einem Marketings erwerben und erkennen, wie diese in der
professionellen Umfeld effizient zu agieren Praxis angewendet werden
• Verstehen Sie die Bedeutung des Marketings innerhalb
eines Unternehmens, um langfristige Einnahmen zu
erzielen
International perspective- Adapt to and efficiently Understand the concept and importance of
work in different business and cultural contexts diversity for marketing
Reflect about cont.
Internationale Perspektive- Anpassung an und • Verständnis des Konzepts und der Bedeutung von
effizientes Arbeiten in unterschiedlichen Vielfalt für das Marketing
wirtschaftlichen und kulturellen Kontexten • Reflektieren Sie über cont.
Understanding the business world of marketing- Analyse business situations and find
Identify and critically assess business appropriate recommendations or solutions
opportunities Find arguments to support a particular
recommendation or solution
Develop marketing strategies and
implementation plan
Die Geschäftswelt des Marketings verstehen - • Geschäftssituationen analysieren und
,Geschäftsmöglichkeiten identifizieren und kritisch geeignete Empfehlungen oder Lösungen finden
bewerten • Finden Sie Argumente, um eine bestimmte
Empfehlung oder Lösung zu unterstützen
• Entwicklung von Marketingstrategien und
Umsetzungsplan
Awareness of the broader trends in society and Reflect about the ethics, controversies and
behaviours- Behave in an ethical and sustainable impact of marketing and the effect of
manner marketing on consumers and the society
Bewusstsein für die breiteren Trends in Gesellschaft und Reflexion über die Ethik, Kontroversen und
Verhalten - Verhalten auf ethische und nachhaltige Auswirkungen des Marketings und die
Weise Auswirkungen des Marketings auf Verbraucher
und Gesellschaft
2) Introduction to marketing
, Content:
1. Introduction: literature and learning objectives
At the end of this chapter, you should…
o Know what Marketing is
o Understand what it means to offer compelling and superior value to
customers
o Be familiar with the concept of needs, wants and demand and be able to
relate these terms to a practical example
o Know the concepts of customer satisfaction and loyalty and understand its
meaning for long lasting business relations
o Thoroughly understand why companies are obsessed about customers
Mandatoryliterature:
Kotler, Philip und Armstrong, Gary (2017): Principles of Marketing, Global Edition,
17thedition, Pearson, London. Chapter 1 Part 1: Defining Marketing and the
Marketing Process Part 2: Understanding the Marketplace and Consumer Value
Pages 26-34 -> attached to mail
Recommended Literatur:
Homburg, Christian (2016): Grundlagen des Marketingmanagements: Einführung in
Strategie, Instrumente, Umsetzung und Unternehmensführung, 5. Auflage, Springer
Gabler, Wiesbaden. Chapter 2.1.6 –Kundenzufriedenheit Pages 22-23 -> attached to
Additional Information:
Reading Nike -> attached to mail
2. Definitions
Dr. Philip Kotler:
Defines marketing as “the science and art of exploring, creating, and delivering value
to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled
needs and desires. It defines, measures and quantifies the size of the identified
market and the profit potential. It pinpoints which segments the company is capable
of serving best and it designs and promotes the appropriate products and services”
Marketing is the art to make people want & buy a product
o Whether they need it or not
o Even if it is not the best product
Marketing is the art to solve problems
o From customers
o Our own
Marketing is the art to have a strategy & a plan and turn this into impactful words
and images… to stand out in the crowd and be meaningful to the customer.
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