Information on individual educational components (ECTS-Course descriptions) per semester

Degree programme: Bachelor International Business Administration Part-time
Type of degree: FH Bachelor´s Degree Programme
Summer Semester 2023

Course unit title Market Based Management
Course unit code 025008021201
Language of instruction German
Type of course unit (compulsory, optional) Compulsory
Semester when the course unit is delivered Summer Semester 2023
Teaching hours per week 2
Year of study 2023
Number of ECTS credits allocated First Cycle (Bachelor)
Number of ECTS credits allocated 3
Name of lecturer(s) Thomas ASCHE, Alexander PLAIKNER

Prerequisites and co-requisites

Successful completion of the course Introduction to Business Administration

Course content
  • Concept and characteristics of marketing and market-oriented corporate management
  • Tasks of marketing management
  • Development phases of marketing
  • Institutional characteristics of marketing (e.g. B2B, B2C, non-profit, service)
  • Market delineation
  • Segmentation and positioning
  • Company and competitor analyses (SWOT, value chains, benchmarking, core competencies, 5-forces, competitor analysis)
  • Development of marketing objectives
  • Development of marketing strategies (market choice strategies, environmental analysis, market field strategies, market area strategies, market participant strategies)
  • Customer-oriented strategies and competitor-oriented strategies
  • Strategy implementation and control (e.g. Balanced Scorecard, OKR)

Learning outcomes

Companies can only exist if their products and services can survive on the market due to the respective benefit for the (B2B or B2C) customers. Market-oriented corporate management focuses on this and thus ensures the elementary factor for the functioning of the corporate goods and financial cycle: sales of goods and services as well as the achievement of sales revenues.

The students know the goals and tasks of market-oriented corporate management, they know the different forms of external market analysis and when these are preferably used. Students can name the success factors and decision fields of market-oriented corporate management and know different methods of situation analysis as well as their areas of application in the context of strategic decision-making.

Students can explain and justify the selected methods and instruments of strategic analysis. They are able to name the components of a marketing strategy for a strategic business field and explain their connection. They understand the connection between strategy and process level and can describe methods for implementing the strategy (e.g. balanced scorecard, OKR).

Finally, students are able to propose a segmentation for a defined market, justify a sensible positioning for given situations and apply methods for situation analysis (e.g. industry structure analysis, environment analysis) to a given business situation and document their implementation.

The students can derive operational objectives from a strategic orientation and break them down to further levels of detail. They are able to identify and select suitable methods for solving strategic problems.

The students succeed in designing a marketing strategy based on known theories and methods.

Planned learning activities and teaching methods

Interactive course with lecture, case studies, exercises in individual and group work

Assessment methods and criteria

Written exam



Recommended or required reading

Meffert, Heribert; Burmann, Christoph; Kirchgeorg, Manfred; Eisenbeiß, Maik (2018): Marketing - Grundlagen Marktorientierter Unternehmensführung Konzepte - Instrumente - Praxisbeispiele. Wiesbaden: Springer Gabler.

Bruhn, Manfred (2019): Marketing: Grundlagen für Studium und Praxis. Wiesbaden: Springer Gabler.

Walsh, Gianfranco; Deseniss, Alexander; Kilian, Thomas (2019): Marketing: Eine Einführung auf der Grundlage von Case Studies. 3. Auflage. Berlin: Springer Gabler.

Mode of delivery (face-to-face, distance learning)

Classes with compulsory attendance in individual teaching units (simulation game, seminars) supplemented by asynchronous teaching units for the presentation of elementary basics, which are assumed as given knowledge