Marketing

Basic Information

Included in the Modules

• 31-M12 (Profilmodul Marketing)

Prerequisites

• Successful completion of Module 31-M1 (Introduction to Business Administration)

SWS

• 1

LP

• 2

Exam type

• Ungraded individual performance

Registration

To register for the Practical Exercise in Marketing (Bachelor), it is sufficient to add the course to your timetable. Registration via a form is not necessary!

Requirements for Earning Credits

• Regular and active participation is required to earn credits.

Brief Description

Successful marketing is always a balancing act between theory and practice, between conceptual approaches and restrictive framework conditions. In this practical exercise, students of the Marketing Profile Module will have the opportunity to experience this tension firsthand. Working in small groups of 3-4 students, they will analyze the marketing activities of a freely chosen company and present their findings in a group presentation.

Learning Objectives and Competencies

The primary goal of this practical exercise is to provide students with an initial insight into the practical marketing operations of a company. To achieve this, students are expected to answer the following key questions through structured research:

• What (local/global) market-related challenges does the company face, and what marketing requirements arise from them?
• Which customer segments does the company target, and how can these segments be characterized in terms of their needs and behaviors?
• What marketing instruments are used by the company, and why?
• What strategic marketing options are available to the company to ensure future market success?

Additional Objectives of the Course: Engaging with a company’s marketing activities also offers students the opportunity to establish connections with potential employers, laying the foundation for future internships, thesis projects, or even employment. Additionally, working independently in a project group and delivering a well-structured presentation will equip students with essential soft skills for their professional careers.

Schedule

Binding Schedule:

• Introduction: Friday, April 25, 2025, 10:30 AM – 12:00 PM, Room: H10
• Group Registration: By Friday, May 2, 2025, 12:00 PM; via email to the department secretariat
• Q&A Session: Friday, May 23, 2025, 08:30-10:00 AM, Room: H10
• Presentations: Friday, July 18, 2025, 08:30 AM – 12:00 PM and 12:30-04:00 PM, Room: H10

Literature

Materials from the lectures "Fundamentals of Marketing," "Marketing Decisions," and "Marketing Research," as well as the recommended relevant textbooks.