Marketing and Sales Management
Module profile
Programme
Module no./code, Module name
Module 23-26a, Marketing and Sales Management
Duration
1 Semester
Frequency
nur Sommersemester
ECTS credits
10 Credits
Type of module
Wahlpflichtmodul
Language(s) of instruction
Englisch
Language(s) of examination
Englisch
Study mode
- Vollzeit
Courses of the module
Name | Course type | Credit hours | Links |
---|---|---|---|
Strategic Marketing | Seminaristischer Unterricht | 2 Credit hours | n/a |
Product and Price Management | Seminaristischer Unterricht | 2 Credit hours | n/a |
Marketing Communication | Seminaristischer Unterricht | 2 Credit hours | n/a |
Market Research | Seminaristischer Unterricht | 2 Credit hours | n/a |
Workload
Total workload
360 h
Attendance time
90 h
Self-study time
180 h
Exam preparation
90 h
Organisation and Exam
Module manager
Prof. Dr. Manfred Kiesel
Lecturer(s)
- Prof. Dr. Andreas Fuchs
- Prof. Dr. Manfred Kiesel
- Prof. Dr. Karsten Kilian
- Prof. Dr. Marcus Klemm
Teaching and learning formats
Tuition in Seminar
Applicability
The Module is based on the functional Modules (Module 3 Mathematics & Statistics, 7 Business Management, 12 Marketing, 13 Intercultural Management)
Equivalent to TWIN Program BBW Module 22-27 Schwerpunkte.
Programme semester
6. Semester
Particular conditions for admission (to exam)
other exam (soP):, Report (A), Presentation (B) or Portfolio (F)
Decision and Announcement beginning of the semester; Multiple Choice: possible; Auxiliary material: no
Condition for award of ECTS credits
- sonstige Prüfung (Präsentation)
- sonstige Prüfung (Hausarbeit)
- sonstige Prüfung (Portfolio)
Weighting factor of module grade
Factor 1
Conditions for participation (in module)
You cannot enrol in the corresponding German TWIN module if you participate in this focus: Marketing (BBW)
Contents, Learning Outcomes & Literature
Module contents
This series of four courses focuses on the Marketing Management of international business organis
ations. In these courses the students learn how to analyse a company and its markets and to develop the specific Marketing Mix with the Product, Price and Communication decisions.
In detail the students gain knowledge in the following topics:
Strategic Marketing
- Infomation Basis of Marketing Planning
- Market Oriented Corporate Planning
- Market Oriented Business Unit Planning
Product and Price Management
- Standardization vs Adaption
- Branding
- Pricing Strategies
- Export Pricing
Marketing Communication
- Traditional media
- Online communication
- Communication strategies
- Content
Market Research
- Foundations and design of market research studies
- Data collection and generation
- Data management and empirical analysis
- Communication and presentation of empirical results
Learning outcomes
Level: Reproduction
The students...
- are able to find detailed solutions for particular topics
- demonstrate profound knowledge in the Marketing Management of an international orientated organisation
- are aware of the importance regional customs and behaviour for developing an individual Marketing strategy
- know the core aspects and main challenges of empirical market research
Level: Knowledge an Comprehension
The Students...
- implement effective skills in written and oral communications using appropriate technologies
- analyse the specific structure of an international company and know how to calculate prices
- examine marketing strategies that will enable to conquer different markets
- collect, manage, analyse and present data
Level: Problem Solving
The Students...
- analyse the integration of conceptsof the core areas of business
- demonstrate the ability to conduct methodological, secondary research into business issues in regards to international business or a specific business function
- work independently and find creative solution concepts
- identify appropriate study designs and empirical methods for market research purposes
Literature and other material
Torsten Tomczak, Sven Reinecke, Alfred Kuss: Strategic Marketing - Market-Oriented Corporate and Business Unit Planning, Springer, 2018
Czinkota, M.R./Ronkainen, I.A, International Marketing, current ed
Ghauri/Cateora, International Marketing, current ed Management Material from the company, Specific literature to the task
Sarstedt, M./Mooi, E.: A Concise Guide to Market Research - The Process, Data, and Methods Using IBM SPSS Statistics, Springer, current edition
FHWS - Papers, Cases, Slides