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351-0716-00L 3 Credits

Marketing Management II (BWL-4)

BWL 4: Marketing II

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

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

Abstract

Market analyses, market research and consumer behaviour; market segmentation and development of marketing strategies; globalisation and multinational marketing; ethics in marketing.

Objective

Improvement of general marketing knowledge and further strengthening in handling decisive situations under considerations of business aspects.

Content

Market Analysis, Market Research, Consumer Behavior, International Marketing, Marketing and Ethics. Exemplification and Illustration and of marketing knowledge using case studies and a computer based marketing game. 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 15 minutes

Course Components

Type Title Time & Place Hours
lecture with exercise BWL 4: Marketing II
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