| Kommentar |
Contents:
In the introduction section, we briefly talk about the history of marketing and its importance in a globalized world. Moreover, we discuss topics like, for example, theoretical approaches, relationship marketing, and industry specific characteristics in this section (e.g., business-to-consumer, business-to-business, and service markets). The following sections about consumer behavior and market research cover the gathering of information within the marketing strategic triangle (i.e., buyer, seller, and competition). First, we discuss the SOR-model, selected behavioral constructs, and consumer decision-making. Second, we integrate these topics into the market research process by discussing methods of market research, questionnaire design, and data gathering. In the following strategic marketing section, market segmentation, targeting, and positioning play the most important role. Nevertheless, we shortly discuss other competitive strategies as well. At the end of the lecture, we take a brief outlook on marketing decisions (4 Ps) and international marketing. Especially the latter takes a European perspective on the topic. The lecture additionally uses in class discussions and case studies. A written exam will take place at the end of the semester.
- Introduction to the marketing discipline
- Consumer behavior and decision-making
- Market research process
- Strategic marketing matters
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| Literatur |
Homburg, C. (2016), Grundlagen des Marketing-Managements, 5th ed., Wiesbaden: SpringerGabler.
Kotter, P. and Armstrong, G. (2015), Principles of Marketing, 16th ed., Harlow: Pearson.
Kotter, P. and Keller, K. L. (2015), Marketing-Management, 15th ed., Boston: Pearson.
Meffert, H., Burmann, C. and Kirchgeorg, M. (2015), Marketing, 12th ed., Wiesbaden: SpringerGabler. |
| Bemerkung |
Die Veranstaltungen Marketing I und II sind auch einzeln belegbar. Teil II setzt I nicht voraus.
Internationale Austauschstudierende melden sich nicht hier, sondern via isma@uni-due.de zur Veranstaltung an.
Bitte beachten Sie zur Umstellung der Prüfungsformate in den kommenden Tagen verstärkt die Newsmeldungen auf der MSM-Website: https://www.msm.uni-due.de/news/
Bitte melden Sie sich hier ausschl. für das fachfremde Modul E3 Studium liberale an. (Als Fachstudent wählen Sie zur Anmeldung das fachintern übliche Verfahren; bei LSF: die gleichnamige Veranstaltung ohne das Präfix 'E3'.) Anmeldefrist ab dem 09.10.2020. Weitere Informationen zum Modul E3/Studium liberale, alle Veranstaltungen in chronologischer Reihenfolge, eine Liste freier Plätze etc. finden Sie oben unter „Weitere Links“. |
