Module manual


Marketing 1


Basic business management knowledge

Teaching methods Lecture
Learning target / Competences

The Basic Marketing module familiarizes students with the fundamental concepts of marketing and marketing planning. Participants gain the ability to think in a market-oriented manner in their future professional environment; to make practical marketing decisions with a sure eye for the respective initial situation; to develop marketing concepts; and to differentiate between alternative marketing instruments and apply them in their professional practice.

Duration 1 Semester
Hours per week 4.0
Classes 60 h
Individual / Group work: 90 h
Workload 150 h
ECTS 5.0
Requirements for awarding credit points

Written exam (K90)

Responsible person

Prof. Dr. Larissa Greschuchna

Recommended semester 3. Semester
Frequency Every sem.

Bachelor’s degree programs:
Medientechnik/Wirtschaft plus
Wirtschaftsinformatik plus


Basic Marketing

Type Lecture
Nr. W0114
Hours per week 4.0
  • Paradigm shift in marketing and marketing as a management task
  • Buying behavior of consumers and organizations
  • Marketing in individual areas (institutional characteristics)
  • Situation analysis, market forecasts and obtaining relevant market information
  • Strategic marketing
  • Use of marketing instruments in the market environment
  • Marketing controlling

The lecture slides are accessible in Moodle.
Homburg, Ch. (2020): Marketingmanagement. Strategie - Instrumente - Umsetzung - Unternehmensführung. 7. rev. ed., Springer Gabler, Wiesbaden (eBook).
Kuß, A.; Kleinaltenkamp, M. (2020): Marketing-Einführung. Grundlagen - Überblick - Beispiele. 8. rev. ed., Springer Gabler, Wiesbaden (eBook).
Bruhn, M. (2019): Marketing: Grundlagen für Studium und Praxis, 14. rev. ed., Springer Gabler, Wiesbaden, (eBook).
Becker, J. (2019): Marketing-Konzeption. Grundlagen des ziel-strategischen und operativen Marketing-Managements. 11. rev. ed., Vahlen, Munich.
Kotler, P. et al. (2019): Grundlagen des Marketing, 7. rev. ed., Pearson.