Principles of Marketing



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Introduction into marketing management - Understanding the behavior of consumers and organizations - Designing, executing, and interpreting market research - Developing a marketing strategy and a competitive positioning - Shaping market offerings through the 4P - Marketing services practical exercise: Case studies and development of own marketing strategy on the basis of real technologies/innovation


Overall goal is that students gain theoretical and practical knowledge in marketing as preparation for interdisciplinary leadership roles. After successfully completing this course, the student will have acquired the following learning outcomes:
Knowledge / Understanding: The students will a) know and understand theories in the fields of consumer behavior and marketing research; b) know how to derive a marketing strategy based on an analysis of customer needs and competitive structure; c) understand the unique challenges and requirements of marketing in different industries.
Abilities / Skills: The students will be a) able to implement a marketing strategy through a systematic and coordinated use of marketing instruments; b) able to assess the effectiveness of different marketing instruments from a customer-centric perspective; c) able to assess how decisions regarding a marketing strategy affect a company’s different stakeholder groups.
Competencies: The students will be able to communicate and explain their marketing strategy and their choice of specific marketing instruments for different industries, in particular via the given case studies.

Further Information

Further information on this course and the application procedure can be obtained via RWTHonline and Moodle.


Univ.-Prof. Dr.oec. Daniel Wentzel