Introduction to Marketing

Time and room

Lecture (Prof. Dr. Sander), 2h. (5cr)

14-daily, Wednesday, 17:00 – 18:30, room R513,
Start: 15.11. (4. lecture week) und
14-daily, Thursday, 15:15 – 16:45, room R513,
Start: 02.11. (2. lecture week)

Tutorials (Tutors) 1h. (14-daily):

Group 1: Tuesday, 15:15 – 16:45, L601, Y. Serebrennikov,  Start: 07.11.
Group 2: Tuesday, 15:15 – 16:45, L601, S. Fischer, Start: 14.11.
Group 3: Thursday, 13:30 – 15:00, G227, L. Uhlmann, Start: 09.11.
Group 4: Thursday, 13:30 – 15:00, G227, S. Fischer, Start: 16.11.

A tutorial schedule can be found here.

Exams:

First date: Do, 22.02, 08:30 – 10:00, room:  R711
Second date: Di, 26.03, 08:30 – 10:00, room: R711

Note: Please be at the exam room no later than 20 Minuten before the start of the exam and have your ID and student ID ready for admission control.

Registration Periods:

First date: 16.01. - 23.01.2024
Second date: 12.03. - 18.03.2024

Exam reviews:

First date: Tue, 05.03., 17:00 - 18:00, Room: F208
Second date: Tue, 16.04., from 16:30, Room: F208

Registration by e-mail (to semjon.2.fischer@uni-konstanz.de) by 15.04. at 4 p.m. is mandatory for the review.

Note: Please have your ID and student ID ready for admission control with you.

Description

This course presents the basics of Marketing. It goes into detail about markets, market relations and market demarcations. Furthermore the fundamental aspects of market research will be demonstrated. Finally the basics of product policy, price policy, communication policy and distribution policy will be debated. Concluding the difficulty of the establishment of an adequate marketing mix will be discussed.

Foundational literature

- M. Sander: Marketing-Management (4th edition)
  Märkte, Marktforschung und Marktbearbeitung, 2023

(Further information)

Bonus material: solution hints for the tasks in the book

Additional literature

  • Berndt, R.: Marketing 2. Marketingstrategie und -Politik, neueste Auflage, Berlin, Heidelberg, New York
  • Bruhn, M.: Marketing, neueste Auflage, Wiesbaden
  • Diller, H.: Grundprinzipien des Marketing, neueste Auflage, Nürnberg
  • Esch, F. R., Herrmann, A., Sattler, H.: Marketing, neueste Auflage, München