Module manual


Marketing 2


Marketing foundations, operating statistics

Teaching methods Lecture/Lab
Learning target / Competences

Students are introduced to behavioral marketing research and become aware of how psychological processes and influences shape consumer behavior. They are familiarized with the basic principles of consumer behavior and marketing research. In addition to various forms of data collection (including questionnaire design), they learn how to apply selected methods to analyze marketing questions.
In Quantitative Methods in Marketing, the material covered in class is practically implemented using examples and partly supported by software (SPSS).
Students acquire knowledge of the characteristics, instruments and strategies of capital-goods and service marketing. In addition, the characteristics of buying behavior of business and service customers as well as the effects of customer integration and business relationships on such markets are explained. From this, business type-specific marketing activities are derived.

Duration 1 Semester
Hours per week 6.0
Classes 90 h
Individual / Group work: 150 h
Workload 240 h
ECTS 8.0
Requirements for awarding credit points

Written exam (K90) and practical project (PA)
Weighting: 50% K90, 50% PA

Responsible person

Prof. Dr. Larissa Greschuchna

Recommended semester 4. Semester
Frequency Every sem.

Bachelor degree program:


Quantitative Methods in Marketing

Type Lab
Nr. W0135
Hours per week 2.0
  • Bivariate analysis
  • Regression analysis
  • Variance analysis
  • Cluster analysis
  • Factor analysis
  • Classification methods
  • Conjoint measurement
  • Selected application-specific methods
  • Computer-aided application of methods in SPSS with emphasis on method selection, application and result interpretation

Services and Capital Goods Marketing

Type Lecture
Nr. W0134
Hours per week 2.0
  • The significance and special characteristics of services and industrial goods marketing (e. g. service individualization, customer integration)
  • Organizational sales and procurement behavior
  • Business typologies in industrial goods marketing
  • Strategic marketing decisions of service providers
  • Quality management in the service sector
  • Design of operational marketing instruments, in particular the extended marketing mix

The slides used in class are made available in Moodle.
Homburg, Ch. (2017) Marketingmanagement. Strategie - Instrumente - Umsetzung - Unternehmensführung. 6. ed., Wiesbaden. Ch. 17 and 19.
Meffert, H.; Bruhn, M.; Hadwich, K. (2015) Dienstleistungsmarketing. Grundlagen - Konzepte - Methoden 8., rev. ed. (e-book)
Backhaus, K.; Voeth, M. (2014): Industriegütermarketing, 10. ed., Munich.
Further literature will be announced at the beginning of the course.

Consumer Behavior and Marketing Research

Type Lecture
Nr. W0133
Hours per week 2.0
  • Explanation of consumer purchase decision behavior (including the influence of various determinants)
  • Activating processes (activation, emotion, attitude)
  • Cognitive processes (information reception, processing and storage)
  • Psychological processes of processing communicative actions
  • Cultures and values
  • Primary and secondary research
  • Theoretical foundations of measurement
  • Data collection methods (survey, observation, mixed forms) Data evaluation (univariate, bivariate and multivariate analysis methods) Application of marketing research methods in the practice of consumer goods marketing

Scripts are made available on the intranet. The literature will be announced at the beginning of the class.