Course Schedule

Start > Leuphana Bachelor (B.A./B.Eng./B.Sc./LL.B.) -> Major International Business Administration & Entrepreneurship -> Marketing

Lehrveranstaltungen

Marketing (Vorlesung)

Dozent/in: Verena Batt

Termin:
 Einzeltermin | Do, 11.04.2019, 12:15 - Do, 11.04.2019, 15:45 | C 3.120 Seminarraum
Einzeltermin | Mo, 06.05.2019, 14:15 - Mo, 06.05.2019, 17:45 | C HS 1
Einzeltermin | Mo, 13.05.2019, 14:15 - Mo, 13.05.2019, 17:45 | C HS 1
14-täglich | Donnerstag | 14:15 - 17:45 | 23.05.2019 - 05.07.2019 | C HS 1
Einzeltermin | Mo, 27.05.2019, 14:15 - Mo, 27.05.2019, 17:45 | C HS 1 | Zusatztermin

Inhalt: The course deals with key activities of marketing on the strategic and the operational level. Marketing activities are determined by managerial decisions concerning the pricing of goods, product policies, communication activities, and distribution channels. Therefore, these four key areas of marketing receive special attention. In addition, the participants will develop an understanding for the strategic relevance of market orientation for firm success. Moreover, as the analysis of markets and consumer behavior are important prerequisites for successful marketing activities, a selection of essential tools to analyse the micro- and marcoenvironment will be introduced. Like other business activities, marketing is subject to control mechanisms measuring its effectiveness and efficiency. Thus, a selection of instruments used in marketing controlling are introduced. Furthermore, being the interface between firms and customers, marketing bears societal responsibility. For this reason, participants will be encouraged to reflect critically upon the impact of marketing on society during the course.