Marketing is one of the major functions of the firm; marketing has even become a synonym for market oriented management. Whatever type of company and area of industry, marketing plays a decisive role for corporate success. Thus the objectives of the course are:

  • to make students familiar with thinking and deciding from a market point of view
  • to develop overall marketing objectives and strategies
  • to provide students with knowledge on marketing instruments
  • to give insight into marketing processes (information gathering, planning, control)
  • to enable students to understands pre-requisites, implications, and effects of marketing decisions

Company examples and case studies play an important role to show the practical implications of marketing theory and support a knowledge transfer into the firm.