Module manual: Hochschule Offenburg

Betriebswirtschaft

Application Student Counseling

Module manual

Marketing and Sales Project Work

Prerequisite

Basic knowledge from the Private Law lecture and from previous classes on leadership, production and logistics, law and human resources.

Teaching methods

Lecture

Learning target / Competences

The central objectives for all three courses in the Marketing and Sales module are:

Acquiring and networking theoretical knowledge
Developing analytical skills
Identifying and applying problem-solving approaches
Evaluating results and drawing conclusions
Transferring theoretical methods to practical cases
Gaining concrete experience in problem solving

Students will explore marketing in various interdisciplinary aspects in this lecture, and then apply the new knowledge and the different methods and approaches to concrete problems in practice.

Duration

1 Semester

Hours per week

6.0

Overview

Classes	90 h
Individual / Group work:	150 h
Workload	240 h

ECTS

8.0

Requirements for awarding credit points

Project work (PR)

Responsible person

Prof. Dr. Andrea Müller

Recommended semester

6. Semester

Frequency

Every sem.

Usability

Bachelor's degree program:
Betriebswirtschaft

Lectures

Innovation Management

Type	Lecture
Nr.	W0165
Hours per week	2.0
Content	Search fields Scenario of technologies and megatrends Customer information Types of innovation
Literature	Lecture slides Häusel, H.-G. (2015): Top Seller: Was Spitzenverkäufer von der Hirnforschung lernen können Osterwalder und Pigneur (2012): Business Modell Generation, ein Handbuch für Visionäre, Spielveränderer und Herausforderer Häusel, H.-G. (2012): Brain View. Warum Kunden kaufen Häusel, H.-G. (2006): Innovation mit TRIZ - Konzepte, Werkzeuge, Praxisanwendungen, Symposion Publishing, Düsseldorf Scripts are made available on the intranet. Further literature will be announced at the beginning of the class.

Dialog Marketing

Type	Lecture
Nr.	W0180
Hours per week	2.0
Content	Dialog marketing foundations Dialog marketing instruments Dialog marketing processes Implementation and evaluation of dialog marketing campaigns Case studies
Literature	The lecture scripts are available on the intranet. Literature will be announced at the beginning of the class.

Marketing Law

Type	Lecture
Nr.	W0181
Hours per week	2.0
Content	Presentation of the legal background of marketing, as regards the business management system Product policy (especially design and marketing law) Communication policy (especially fair trading law, online and social media marketing, liability for content) Marketing information (data privacy law) Pricing policy
Literature	Lecture slides Birk/Löffler/Boos, Marketing- und Vertriebsrecht, Munich 2020. The lecture slides are available on the intranet. Further literature will be announced at the beginning of the class.

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