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Marketing


Module name (EN):
Name of module in study programme. It should be precise and clear.
Marketing
Degree programme:
Study Programme with validity of corresponding study regulations containing this module.
Business Psychology, Bachelor, regulation 01.10.2026
Module code: BWP-103
SAP-Submodule-No.:
The exam administration creates a SAP-Submodule-No for every exam type in every module. The SAP-Submodule-No is equal for the same module in different study programs.
P470-0032
Hours per semester week / Teaching method:
The count of hours per week is a combination of lecture (V for German Vorlesung), exercise (U for Übung), practice (P) oder project (PA). For example a course of the form 2V+2U has 2 hours of lecture and 2 hours of exercise per week.
4V (4 hours per week)
ECTS credits:
European Credit Transfer System. Points for successful completion of a course. Each ECTS point represents a workload of 30 hours.
5
Semester: 1
Mandatory course: yes
Language of instruction:
German
Assessment:
Written exam

[updated 09.11.2026]
Applicability / Curricular relevance:
All study programs (with year of the version of study regulations) containing the course.

BWP-103 (P470-0032) Business Psychology, Bachelor, regulation 01.10.2026 , semester 1, mandatory course
Workload:
Workload of student for successfully completing the course. Each ECTS credit represents 30 working hours. These are the combined effort of face-to-face time, post-processing the subject of the lecture, exercises and preparation for the exam.

The total workload is distributed on the semester (01.04.-30.09. during the summer term, 01.10.-31.03. during the winter term).
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 150 hours (equivalent to 5 ECTS credits).
There are therefore 105 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
None.
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Gerhard Wagner
Lecturer:
Prof. Dr. Gerhard Wagner


[updated 18.09.2026]
Learning outcomes:
After successfully completing this course, students will be able to:
  
- be able to name, describe and contextualize basic marketing terms and content,
- describe and explain different areas of marketing
- apply the steps for developing a marketing strategy
- describe the most important areas and methods of marketing information
 be able to provide basic knowledge about marketing tools and the relationships between them,
 be able to develop the content of the lecture independently on the basis of hand-picked literature,
- work independently on smaller marketing issues in the form of case studies from practical experience using the theoretical knowledge acquired in the module


[updated 09.11.2026]
Module content:
- Marketing development stages
- Core marketing concepts and terms
- Concept of market-oriented corporate management and the marketing management process
- Market segmentation methods
- Approaches to strategic marketing (KKV, SWOT, Product Market Matrix)
- Basic principles of product policy, pricing policy, communication and distribution policy  


[updated 09.11.2026]
Recommended or required reading:
Bruhn, M. (2026). Marketing: Grundlagen für Studium und Praxis, 17. Auflage, Wiesbaden: Springer.
Eggert, A. / Kleinaltenkamp, M. / Kuß, A. / Raithel, S. (2026). Marketing-Einführung: Grundlagen-Überblick-Beispiele, 9. Auflage, Wiesbaden: Springer Gabler.
Esch, F.-R. / Herrmann, A. / Sattler, H. (2026). Marketing: Eine managementorientierte Einführung, 6. Auflage, München: Vahlen.
Homburg, C. (2020). Marketingmanagement: Strategie - Instrumente - Umsetzung - Unternehmensführung, 7. Auflage, Wiesbaden: Springer Gabler.
Kotler, P. / Armstrong, G. / Harris, L. C. / He, H. (2022). Grundlagen des Marketing, 8. Auflage, München: Pearson Studium.
Kreutzer, R. T. (2026). Praxisorientiertes Marketing: Grundlagen-Instrumente-Fallbeispiele, 7. Auflage, Wiesbaden: Springer Gabler.
Kroeber-Riel, W. / Weinberg, P. / Gröppel-Klein, A. (2025). Konsumentenverhalten, 12. Auflage, München: Vahlen.
Meffert, H. / Burmann, C. / Kirchgeorg, M. / Eisenbeiß, M. (2024). Marketing: Grundlagen marktorientierter Unternehmensführung: Konzepte - Instrumente - Praxisbeispiele, 14. Auflage, Wiesbaden: Springer Gabler.
Walsh, G. / Deseniss, A. / Kilian, T. (2020). Marketing: Eine Einführung auf der Grundlage von Case Studies, 3. Auflage, Berlin: Springer Gabler.


[updated 09.11.2026]
 
[Sun Nov 15 00:34:45 CET 2026, CKEY=bmowp, BKEY=wpsy, CID=BWP-103, LANGUAGE=en, DATE=15.11.2026]