This module provides an introduction to the field of marketing and its role within organisations. It covers the core elements of a marketing concept, including marketing strategy, market and customer analysis, and the design and implementation of the marketing mix. Particular emphasis is placed on customer value creation, engagement, and relationship building, reflecting contemporary marketing practice. The module addresses both strategic and operational marketing decisions and considers their application in commercial and non-commercial contexts.
- Dozent/in: Sabine Wienke Seeger