Modul

The assessment is carried out as partial exams (according to Section 4 (2), 1-3 SPO) of the core course and further single courses of this module, whose sum of credits must meet the minimum requirement of credits of this module. The assessment procedures are described for each course of the module separately.

The overall grade of the module is the average of the grades for each course weighted by the credits and truncated after the first decimal.

The aim of this module is to prepare students for a job in marketing or sales. Especially in technically oriented companies, employees who have a certain technical background as industrial engineers or business informatics specialists are often fit for this purpose. 
Students

• are familiar with the most important concepts, procedures and theories of the four instruments of the marketing mix (product management, price management, communication management and sales management)
• have the knowledge to make decisions regarding current and future products (product innovations, e.g. by using conjoint analysis)
• know how customers perceive brands and how this perception can be influenced by the company
  understand how customers react to prices (e.g. using price-sales functions)
• can determine prices on the basis of conceptual and quantitative considerations
  know the basics of price differentiation
• are familiar with various communication instruments (e.g. TV advertising) and can design them accurately
• make communication decisions systematically (e.g. by means of media planning)
• can segment the market and position the product
• know how to assess the importance and satisfaction of customers.

Additionally when taking the course "B2B Sales Management":

• can shape the relationship with customers and sales partners and know the basics of sales organization as well as essential sales channel decisions
• know about specifics of marketing in B2B
• are able to identify different B2B business types and their peculiarities in marketing and sales
• are able to prioritize customers and calculate B2B customer lifetime value
• are able to determine value-based prices and prepare and conduct B2B sales presentations.

Additionally when taking the course "Consumer Behavior":

• know about the influences of social factors, neuronal processes and cognitive resources on consumer behavior
• know about the influences of evolutionary factors, emotions, individual differences and motivation on consumer behavior.

The course Marketing Mix is compulsory and must be examined.

The core course of the module is “Marketing Mix”. This course is compulsory and must be examined. “Marketing Mix” contains instruments and methods that enable you to goal-oriented decisions in the operative marketing management (product management, pricing, promotion and sales management). In the "B2B Sales Management" course, we impart knowledge about marketing and sales in environments in which companies themselves distribute and market (often technically highly complex) products to other companies ("business-to-business"). In the "Consumer Behavior" course, we provide an understanding of situational, biological, cognitive, and evolutionary factors that influence consumer behavior. This understanding is provided from an interdisciplinary perspective, incorporating relevant theories and empirical research findings from psychology, cognitive science, biology, and economics.

Total effort for 9 credit points: approx. 270 hours.
The exact distribution is done according to the credit points of the courses of the module.