MARKETING

Target group:

BWL B.Sc. from 3, VWL B.A. from 3, WiInf B.Sc. from 3, JUR 2-4, INF B.Sc. 2-4

The course is part of the business administration specialisation in the Bachelor's programme.




Course language:

German




Recommended previous knowledge:

none




Admission requirements:

No admission requirements.




Start Date:

15.04.2025




Time and place:

The lecture will take place online during the summer semester. Slides, literature and recordings of the lecture will be available for download in StudIP at the start of the semester.

The introductory lecture will be given by Prof. Dr. Toporowski on Tuesday, April 28, 2025 in ZHG 009.

All tutorials will take place in presence. They will not be recorded. They start in the 2nd week of the semester, from 28.04.2025, with the learning questions for chapters 1 and 2. In StudIP you will find an overview of which week you should have seen which recording in order to be as well prepared as possible for the tutorial. Registration (https://kleingruppen.as.wiwi.uni-goettingen.de/) is mandatory. Registration period from tba to tba. The allocation for the tutorials will happen in the afternoon of tba via eMail.

The allocation to the respective tutorial is binding!

The preliminary for the exam including the limitation of the content will be offered by Prof. Toporowski in the last semester lecture (15.07.2025).




Learning outcome / core skills:

After successful completion of the course students are able to explain and apply the objectives, framework conditions and decisions relating to all areas of the marketing mix. Moreover, they are able to understand the basics of consumer behavior and market research. Building on this, students are capable of analyzing strategic decisions within a company and assessing the effects of the marketing-mix critically in a theory-based way.




Contents of the lecture:

· Conceptual basics of marketing

· Marketing decisions and management cycle

· Analysis of consumer behavior

· Market research

· Marketing objectives and strategies

· Product and product mix decisions

· Pricing decisions

· Communication decisions

· Distribution decisions




Examination:

Written Exam (90 minutes), 6 Credits




Date of written exam:

05.05.2025, 12:15-13:45, ZHG 011

There will be no second exam because the examination is offered every semester.




Exam instructions:

Marketing is an open-book exam, which you may work on with aids such as scripts and books, but without the help of other people. All markings, e.g. notes and post its, are permitted. Dictionaries are expressly permitted. Digital aids are not permitted.




Examination requirements:

Students are expected to understand strategical marketing-mix decisions, fundamentals of market research and consumer behavior.




Recommended references for the lecture:

• Esch, F.-R., Herrmann, A., & Sattler, H. (2017). Marketing – Eine managementorientierte Einführung (5th ed.). München.

Accompanying modules:

Tutorium Marketing

The tutorials take place in small groups in presence. For further information see above and in the introductory session.




General references:

The slides of the lectures can be found in StudIP. Current information can be found on the homepage.




Links:

Information about the lecture can be found in the eCampus.