363-0403-00L  Introduction to Marketing

Courses

Catalogue data

Abstract	Students who take this course will increase their knowledge of marketing, its effect on consumer behavior and its role in creating long-term value. The course will introduce important concepts, frameworks and methods for marketing decision-making. A focus will be on managing customer relationships with the help of targeted promotions and data collected through digital technologies.
Objective	After taking the class, students will be able to 1) Define what marketing is and describe its role at different stages of the value chain 2) Apply psychological theories to analyze behavior (e.g., purchase behavior) and identify the needs of (prospective) customers in consumer and business markets 3) Design elements of the marketing mix—e.g., develop new products and set prices—in a way that creates long-term value 4) Create an effective and efficient marketing mix that attracts and engages customers, e.g., by running targeted promotions 5) Use quantitative methods and customer data to manage relationships with customers
Content	The class will center on the importance of marketing as an activity that creates long-term value for the benefit of organizations and their customers. It will teach concepts, frameworks and methods for marketing decision making. The structure of the course will roughly follow the different steps of the value chain, i.e., the set of activities necessary for offering valuable products to customers. First, it will introduce students to psychological theories that help explain behavior, e.g., purchase behavior. It will also familiarize students with different methods from marketing research, which can be used to identify the needs of customers. Next, the course will look at the role of the marketing mix in satisfying customer needs. For example, the class will cover new product development and pricing. A focus will be on managing profitable, long-term relationships with customers. To this end, students will gain in-depth knowledge on the use of targeted promotions and marketing data to (1) attract, (2) convert and engage and (3) retain customers. The course is designed to be “hands-on”, with opportunities to apply skills on business cases involving real-world marketing data. It will feature guest lectures from industry experts. The class might be taught in an in-person, remote or in a hybrid format. Students might also be taught via pre-recorded videos and assigned reading material for self-study.
Literature	Kotler, Philip and Gary Amstrong (2021). Principles of Marketing (18th Global Edition), Pearson. ISBN-13: 9781292341132. The course might comprise mandatory and supplemental reading material. Other literature may be assigned in class.
Fostered competencies	Subject-specific Competencies Concepts and Theories assessed Techniques and Technologies assessed Method-specific Competencies Analytical Competencies assessed Decision-making assessed Media and Digital Technologies assessed Problem-solving assessed Project Management not assessed Social Competencies Communication not assessed Cooperation and Teamwork not assessed Leadership and Responsibility not assessed Self-presentation and Social Influence not assessed Negotiation not assessed Personal Competencies Creative Thinking not assessed Critical Thinking not assessed Self-direction and Self-management not assessed

Performance assessment

Performance assessment information (valid until the course unit is held again)
Performance assessment as a semester course
ECTS credits	3 credits
Examiners	S. Brüggemann
Type	end-of-semester examination
Language of examination	English
Repetition	The performance assessment is only offered at the end after the course unit. Repetition only possible after re-enrolling.
Mode of examination	written 60 minutes
Additional information on mode of examination	The end-of-semester exam accounts for 50 percent of the final grade. During the semester, students will participate in a compulsory continuous performance assessment. The compulsory continuous performance assessment may consist of a project or business case that students solve individually or in groups. It is graded and accounts for 50 percent of the final grade.
Written aids	Students may only use a non-programmable calculator in the end-of-semester examination.
Online examination	The examination may take place on the computer.

Learning materials

Groups

Restrictions

Offered in

Programme	Section	Type
Agricultural Sciences Master	Decision Making and Management	W+
Doctorate Mechanical and Process Engineering	Subject Specialisation	W
Management, Technology and Economics Master	Strategy, Markets and Technology	W+
MAS in Management, Technology, and Economics	Strategy, Markets and Technology	W+