040428 UK ABWL Marketing II (2023W)

This course deepens the content of the course VO ABWL Marketing 1. The terminology and basic concepts of marketing learned there are now applied to real marketing problems. Case studies are used to analyze real companies. The results and solution proposals worked out in groups are then presented and discussed in plenary sessions. The course is intended to encourage further study of the subject of marketing and the consideration of marketing decisions from a management perspective.

The course deals with already known topics of marketing in a more in-depth form and should help to sharpen the understanding of complex practical decisions in the field of marketing.

Within the framework of strategic marketing, the following topics are examined in more detail:
▪ Marketing environment
▪ Consumer behavior
▪ Market research
▪ Market segmentation and market positioning
In the second half of the course, operational marketing decisions are examined:
▪ product policy
▪ distribution policy
▪ communication policy
▪ Price policy

Course structure
The first unit will highlight the central study objective of the module, which is to independently and correctly apply the marketing concepts learned to a marketing plan. Further, groups will be formed to work together for one small case study and one large case study. For both case studies, students will complete subtasks of a marketing plan.

In Unit 2 and 3, as part of a review of the key points of a marketing plan, the small case studies will be presented by the students and discussed in plenary. Through this exchange, the theoretical knowledge acquired in previous semesters is to be deepened by means of concrete application cases from marketing practice. The knowledge gained in this way is to be incorporated by the students in the preparation of the large case study.

In units 4 to 11, students present their major case studies, which are discussed in plenary. Here, students are expected to be able to deal critically with their content and to justify their decisions and conclusions well (possibly with sources).

This course deepens the contents taught in the course VO ABWL Marketing 1. The terminology and the basic concepts of marketing learned there will now be applied to real marketing problems. Case studies are used to analyze real companies. The results and solution proposals worked out in groups are then presented and discussed in plenary sessions. The course is intended to encourage further study of the subject of marketing and the consideration of marketing decisions from a management perspective.

The course deals with already known topics of marketing in a more in-depth form and should help to sharpen the understanding of complex practical decisions in the field of marketing.
Within the framework of strategic marketing, the following topics are examined in more detail:
▪ Marketing environment
▪ Consumer behavior
▪ Market research
▪ Market segmentation and market positioning
In the second half of the course, operational marketing decisions are examined:
▪ product policy
▪ distribution policy
▪ communication policy
▪ Price policy

Course structure
The first unit will highlight the central study objective of the module, which is to independently and correctly apply the marketing concepts learned to a marketing plan. Further, groups will be formed to work together for one small case study and one large case study. For both case studies, students will complete subtasks of a marketing plan.

In Unit 2 and 3, as part of a review of the key points of a marketing plan, the small case studies will be presented by the students and discussed in plenary. Through this exchange, the theoretical knowledge acquired in previous semesters is to be deepened by means of concrete application cases from marketing practice. The knowledge gained in this way is to be incorporated by the students in the preparation of the large case study.

In units 4 to 11, students present their major case studies, which are discussed in plenary. Here, students are expected to be able to deal critically with their content and to justify their decisions and conclusions well (possibly with sources).

The course seeks to apply key marketing concepts acquired in the ABWL Marketing I course to real-life examples as well as to provide new theoretical and practical knowledge on additional marketing topics such as Business-to-Business Marketing, Services Marketing, Global Marketing, and Sustainable Marketing.

Both the course and the final exam will be held in English. The course has “prüfungsimmanenten Charakter”, therefore attendance is compulsory throughout the semester (see also Admission and Attendance Policies on our homepage); more than three absences will automatically result in a “fail” grade.

Course Structure
Sessions 2 to 6 from 18/10/2023 to 15/11/2023 will be based on group presentations. Each group – formed by up to five students – has to prepare one presentation on a given market/company (see below). Students will have to apply theoretical frameworks taught in ABWL Marketing I in order to propose relevant solutions and/or recommendations to the case at hand. Each session will focus on the same marketing topic and will include two group presentations dealing with a different case. Each presentation is limited to 25 minutes and will be followed by questions and discussion from the instructor and the audience.

Note: All presentations have to be done using PowerPoint (or a similar program) and every group member has to present. Group members who are absent or are not presenting, without prior confirmation from the course instructor, will be graded with zero points.

Presentation topics and guiding questions will be assigned in the first session!

The second half of the course (Sessions from 29/11/2023 to 10/01/2024) will consist of lectures covering new marketing topics such as business-to-business marketing, services marketing, etc. The detailed schedule is presented below.

The course seeks to apply key marketing concepts acquired in the ABWL Marketing I course to real-life examples as well as to provide new theoretical and practical knowledge on additional marketing topics such as Business-to-Business Marketing, Services Marketing, Global Marketing, and Sustainable Marketing.

Both the course and the final exam will be held in English. The course has “prüfungsimmanenten Charakter”, therefore attendance is compulsory throughout the semester (see also Admission and Attendance Policies on our homepage); more than three absences will automatically result in a “fail” grade.

Course Structure
Sessions 2 to 6 from 17/10/2023 to 14/11/2023 will be based on group presentations. Each group – formed by up to five students – has to prepare one presentation on a given market/company (see below). Students will have to apply theoretical frameworks taught in ABWL Marketing I in order to propose relevant solutions and/or recommendations to the case at hand. Each session will focus on the same marketing topic and will include two group presentations dealing with a different case. Each presentation is limited to 25 minutes and will be followed by questions and discussion from the instructor and the audience.

Note: All presentations have to be done using PowerPoint (or a similar program) and every group member has to present. Group members who are absent or are not presenting, without prior confirmation from the course instructor, will be graded with zero points.

Presentation topics and guiding questions will be assigned in the first session!

The second half of the course (Sessions from 28/11/2023 to 09/01/2024) will consist of lectures covering new marketing topics such as business-to-business marketing, services marketing, etc. The detailed schedule is presented below.