Marketing

Basic Information

Included in the Modules

• 31-M12 (Profilmodul Marketing)

Participation requirements

• Successful completion of the module 31-M1 (Einführung in die Wirtschaftswissenschaften).

SWS

• 2

LP

• 4, only in combination with the module exam

Type of Exam

• Graded module exam

Brief Description

This lecture focuses on the question of how information can be systematically and purposefully generated to serve as a foundation for marketing decisions. To address this question, the selection of survey units and fundamental measurement theory are first discussed. Based on this, various methods for collecting, processing, analyzing, and interpreting data for the purpose of information generation are presented. Students will develop an understanding of how information can be obtained and interpreted to make informed marketing decisions.

Structure of the lecture / Literature

The outline and literature overview for the SoSe 2026 is available via the Lernraum of the course.

Course materials / Exam Dates

• The course materials can be found in the Lernraum of the course.

• Exam dates can be found on the semester overview page.

• Information on exam review and the related online registration form can be accessed via this link.