Degree program: BSc Business Administration
This course covers the basic principles for the field of marketing and the underlying processes by which companies create value for customers in order to build strong customer relationships. The process includes marketing research methods where the students learn to plan and conduct marketing research projects and interpret the findings. The students will understand the planning and execution of marketing campaigns, including advertising, distribution, and sales. Furthermore, the course covers recent approaches in marketing such as the customer-focused relationship marketing and international aspects of marketing. Overall, the goal of this course is to teach students the tools and methods to identify, satisfy, and ultimately keep the customer.
|Offered by||Prof. Dr. Jan Becker|
|ECTS credits||6 credit points|
|Semester||2 (Spring Semester)|
|Method of examination||Written exam (50%), Presentation (50%) or Oral examination (100%)|