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

Degree programme: Bachelor International Business Part-time
Type of degree: FH Bachelor´s Degree Programme
Summer Semester 2022

Course unit title Principles of Marketing & Sales
Course unit code 025027021201
Language of instruction German
Type of course unit (compulsory, optional) Compulsory
Semester when the course unit is delivered Summer Semester 2022
Teaching hours per week 2
Year of study 2022
Number of ECTS credits allocated First Cycle (Bachelor)
Number of ECTS credits allocated 3
Name of lecturer(s) Thomas METZLER

Prerequisites and co-requisites


Course content

- Market-oriented management - Roles and responsibilities of marketing - Interfaces with sales and other functional areas - Playing forms of marketing in organisations - Value proposition and design - Elements of market reach - Marketing mix decisions - Market segmentation - Target group definition and positioning - Integrated marketing mix for a product/service - Creation of sales and revenue plan - Price theory and policy - Market intelligence approaches - Marketing mix elements for different market situations - Design possibilities for communication and sales Performance measures for marketing and sales - Sales cycle - Developments and challenges in marketing and sales - Special areas of marketing (CRM, digital, consumer behaviour, innovation etc.)

Learning outcomes

Knowledge - Students know the goals and tasks of market-oriented management. - Students are able to identify the roles and responsibilities of marketing and can outline various forms of organisational integration in enterprises. - Students know the different forms of external market analysis and know when these are preferably used. - Students are familiar with the concept of marketing mix and are able to list the relevant elements. Comprehension - Students understand the concept of a value proposition. - Students can assign elements of the marketing mix design to different objectives. - Students can explain the role of marketing and sales and explain key differences. - Students understand the motives of those involved in the sales process. Application - Students are able to propose and justify segmentation for a defined market. - Students can determine appropriate target groups for the design of the marketing mix and suggest a reasonable position. - Students are able to develop and justify a generic marketing mix for a given situation. - Students are able to specify requirements for market analysis of a specific problem.

Planned learning activities and teaching methods

- Interactive classes with text preparation and discussion in class. - Example presentation using case studies.

Assessment methods and criteria

Comprehensive written examination



Recommended or required reading

Meffert, Heribert; Burmann, Christoph; Kirchgeorg, Manfred (2015): Marketing - Grundlagen Marktorientierter Unternehmensführung Konzepte - Instrumente - Praxisbeispiele. Wiesbaden: Springer Fachmedien. Bruhn, Manfred (2014): Marketing. Wiesbaden: Springer Fachmedien. Walsh, Gianfranco; Deseniss, Alexander; Kilian, Thomas (2013): Marketing: Eine Einführung auf der Grundlage von Case Studies. 2. überarb. u. erw. Auflage. Berlin: Springer Gabler.

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