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Last Updated: 2026-02-05 15:25:16
Abstract
Introduction into selected areas of marketing: Markets, Consumer behavior, Buying behavior of organizations, Marketing management, Strategic marketing, Relationship marketing, Emotional marketing, Electronic marketing
Objective
The objective of the course is to familiarize the student with selected topics in marketing and to help him to recognize and understand relevant concepts, strategies and contents of more recent marketing concepts. Interactive media (CD ROM/ online e-learning) are used to further deepen the understanding, to repeat, to check and to apply the contents of the subject.
Content
The course provides an introduction into selected areas of marketing. The following topics will be emphasized: - Markets (market size, relevant market, types of market etc.) - Consumer behavior (basics, processes, environment etc.) - Buying behavior of organizations (ordering processes, understanding the critical role of marketing etc.) - Marketing management (basics, theories, concepts etc.) - Strategic marketing (different strategies etc.) - Relationship marketing (basics, concepts etc.) - Emotional marketing - Electronic marketing ( as part of the marketing process; developments etc.)
Resources
Literature
Kotler, P.: Marketing Management: Analysis, Planning, Implementation and Control, 11th edition, Upper Saddle River, N.J. 2003 Wehrli, H.P.: Marketingpr@xis Student Edition, Zürich 2004
General Information
- Language
- German
- Levels
- MSC
- Frequency
- Yearly recurring
Examination
- Type
- end-of-semester examination
Course Components
| Type | Title | Time & Place | Hours |
|---|---|---|---|
| lecture |
Marketing I
**Kurs an der Uni Zürich**
Lehrveranstaltungsnummer: 339
Ort: KO2 F 180
|
|
4 h weekly |