Betriebswirtschaft

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Module manual

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Marketing and Sales Project Work

Prerequisite

Basic knowledge from the Private Law lecture and from previous classes on leadership, production and logistics, law and human resources.
Teaching methods Lecture
Learning target / Competences

The central objectives for all three courses in the Marketing and Sales module are:

  • Acquiring and networking theoretical knowledge
  • Developing analytical skills
  • Identifying and applying problem-solving approaches
  • Evaluating results and drawing conclusions
  • Transferring theoretical methods to practical cases
  • Gaining concrete experience in problem solving

Students will explore marketing in various interdisciplinary aspects in this lecture, and then apply the new knowledge and the different methods and approaches to concrete problems in practice.
Duration 1 Semester
Hours per week 6.0
Overview
Classes 90 h
Individual / Group work: 150 h
Workload 240 h
ECTS 8.0
Requirements for awarding credit points

Project work (PR)
Responsible person

Prof. Dr. Andrea Müller
Recommended semester 6. Semester
Frequency Every sem.
Usability

Bachelor's degree program:
Betriebswirtschaft
Lectures

Innovation Management

Type Lecture
Nr. W0165
Hours per week 2.0
Content
  • Search fields
  • Scenario of technologies and megatrends
  • Customer information
  • Types of innovation
Literature

Lecture slides
Häusel, H.-G. (2015): Top Seller: Was Spitzenverkäufer von der Hirnforschung lernen können
Osterwalder und Pigneur (2012): Business Modell Generation, ein Handbuch für Visionäre, Spielveränderer und Herausforderer
Häusel, H.-G. (2012): Brain View. Warum Kunden kaufen
Häusel, H.-G. (2006): Innovation mit TRIZ - Konzepte, Werkzeuge, Praxisanwendungen, Symposion Publishing, Düsseldorf
Scripts are made available on the intranet. Further literature will be announced at the beginning of the class.

Dialog Marketing

Type Lecture
Nr. W0180
Hours per week 2.0
Content
  • Dialog marketing foundations
  • Dialog marketing instruments
  • Dialog marketing processes
  • Implementation and evaluation of dialog marketing campaigns
  • Case studies
Literature

The lecture scripts are available on the intranet. Literature will be announced at the beginning of the class.

Marketing Law

Type Lecture
Nr. W0181
Hours per week 2.0
Content

Presentation of the legal background of marketing, as regards the business management system

  • Product policy (especially design and marketing law)
  • Communication policy (especially fair trading law, online and social media marketing, liability for content)
  • Marketing information (data privacy law)
  • Pricing policy
Literature

Lecture slides
Birk/Löffler/Boos, Marketing- und Vertriebsrecht, Munich 2020.
The lecture slides are available on the intranet. Further literature will be announced at the beginning of the class.
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