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351-0715-00L 3 Credits

Marketing Management I (BWL-3)

BWL 3: Marketing I

Lecturers & Examiners: Prof. em. Dr. Armin Seiler
VVZ CR n/a

Last Updated: 2026-02-05 14:55:17

Abstract

The market orientation of a company; marketing strategies and their evaluation; the marketing mix: product, pricing, distribution and communications decisions; marketing implementation and control.

Objective

In depth utilisation of the marketing elements in case studies under considerations of business aspects.

Content

Marketing as Company Philosophy, Market-/Competitor Analysis, Development and Evaluation of Marketing Strategies, Marketing Mix: Product Policy/Portfolio, Pricing, Sales- and Distribution Channels, Communication Mix, Advertising and Merchandising, Public Relations and Personal Selling, Application of marketing know how in case studies solved in teams with a wide spectra of marketing considerations. The class is mostly taught by E-learning using the Internet.

Resources

Lecture Notes

Book on marketing: "Marketing" by Prof. Seiler (set of case studies, 2 CD ROMs)

General Information

Language
German
Frequency
Yearly recurring

Examination

Type
session examination
Mode
oral 30 minutes

Course Components

Type Title Time & Place Hours
lecture with exercise BWL 3: Marketing I
Einführungsveranstaltung Mi, 20.10.2004, 15 - 19 Uhr, HG F1 Danach Gruppen- und Einzelarbeiten gemäss separater Organisation
  • Mon 15:15-19:00 (ML D 28)
  • Wed 15:15-19:00 (HG D 7.1)
  • Wed 15:15-19:00 (HG F 1)
3 h weekly

Offered In