Marketing Management - Hochschule Flensburg
University
Hochschule Flensburg
Lecturer
Prof. Alexander Deseniss
Title of course
Marketing Management
ECTS-CP
5
Degree: Bachelor
Semester: 2
Date start of the course: anytime
Date end of the course: 3 month after start
Time: continuos / online
Subject area: Economy
Participation via:
The course is being offered as a series of podcasts (available as download). The podcast series covers various classical topics in marketing management. Each topic section comprises a conceptual podcast discussing theory and conceptional issues of the re
1
Content
Approaches and schools of thought regarding tasks, character and limits of management in general and market-oriented management in particular Basic strategic concepts of marketing (such as strategic competitive advantage, brand management, and customer relationship management) Specific application contexts of marketing and their particularities (e.g. services marketing, digital marketing) Societal and ethical aspects of marketing: Sustainability and marketing
2
Conditions of Participation
no specific conditions
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Teaching Methods
Self-teaching through podcast series; accompanied by interaction with lecturer through web-based technologies (e-mail, web conferencing)
4
Learning outcomes / Competences
Successful completion of the module enables the students to do the following: They are familiar with different views and schools of thought regarding the character and tasks of (market-oriented) management and have integrated these different perspectives into an own understanding of tasks, possibilities and limits of (market-oriented) management. They possess a differentiated understanding of fundamental marketing concepts and are able to translate this understanding into an adequate application of these concepts in decision-making situations. They are acquainted with the most important specifics of major marketing application contexts (such as services marketing, online marketing), are able to assess the relevance of these specifics for the design of marketing concepts in these contexts, and are able to regard these insights in their own management and decision-making behavior.
5
Forms of examination
Three short written reflections on selected course topics (weighted 20% each) & 30 minute oral exam covering all course topics (web conference; weighted 40%)
6
Conditions for allocation of credit points
Successful completion of all exam parts (each of the exam parts must be passed successfully)
7
Other information
Literature Kotler, P./ Keller, K. L./ Brady, M./ Goodman, M./ Hansen, T. (2016). Marketing management. International edition (3rd ed.). Upper Saddle River, NJ: Prentice Hall Aaker, D. A. / Moorman, C. (2017). Strategic market management (11th ed.). Hoboken, NJ: Wiley. Zeithaml, V. A. / Bitner, M. J. / Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm (7th ed.). New York: McGraw-Hill Education. Besides the titles listed, all other common academic textbooks covering marketing management in general, or specific course topics, may be used for the course.