Inhalt

Abstract:

The CLASSIC vhb online course "Principles of Marketing & Sales" is running in English and introduces the fundamentals of Marketing and Sales Management. It is offered in two variants. Learning path one (2.5 ECTS) offers the opportunity to gain basic knowledge in this field of management. This includes, besides a basal understanding of marketing and sales terms, deeper insights in product policy, price policy, promotion policy, and sales management.

For the more intense lecture path two (5 ECTS) additional contents have to be worked through:

• Strategic Marketing
• Market Research
• Consumer Behavior

Important notes:

• This is an online course, there will be no online-lecture via Zoom or other providers!
• Self-learning and self-motivation skills are required to pass this course. Also be aware that the workload is 150h (5 ECTS), 75 (2.5 ECTS). This includes to deal with provided literature and further to search for other sources on your own if needed.
  
  

Gliederung:

01 Introduction (for ECTS 5 and ECTS 2.5 path)

02 Strategic Marketing (for ECTS 5 path only)

03 Market Research (for ECTS 5 path only)

04 Consumer Behavior (for ECTS 5 path only)

05 Product (for ECTS 5 and ECTS 2.5 path)

06 Price (for ECTS 5 and ECTS 2.5 path)

07 Promotion (for ECTS 5 and ECTS 2.5 path)

08 Sales (for ECTS 5 and ECTS 2.5 path)

Detaillierter Inhalt:

The CLASSIC vhb online course "Principles of Marketing & Sales" is running in English and introduces the fundamentals of Marketing and Sales Management. This course offers the opportunity to gain basic knowledge in this field of management. This includes, besides a basal understanding of marketing and sales terms, deeper insights in product policy, price policy, promotion policy, and sales management.

This course is aimed at students of internationally oriented management studies. Furthermore, this course allows students to practice their English for an upcoming exchange semester abroad.

Additionally, a wide-ranging pool of further literature on marketing and sales topics will enable the students to step in deeper into the topic and to expand developed basic knowledge.

For high flexibility, the lecture is held in two versions:
Path one with 1.5 hours of workload per week per semester (SWS; equal to two working hours per week per trimester) which equals 2.5 ECTS. This path includes the following sections of the full lecture:

• Introduction
• Product Management
• Pricing
• Promotion
• Sales

For the more intense lecture path two with four working hours per week per semester (4 SWS/5 ECTS), additional contents have to be worked through:

• Strategic Marketing
• Market Research
• Consumer Behavior
  
  

Learning objectives:
After completion, the students will have a broad knowledge about product, price, promotion, and sales policies. These marketing basics are rounded off by basic knowledge of strategic marketing, market research, and customer behavior. Furthermore, the students will be able to translate the learned into practice by solving practically relevant case studies.

Within learning path two (5 ECTS) the students additionally possess basic knowledge concerning market research, consumer behavior, and strategic marketing.

Exam options:

External students can choose among several exam options. Internal students of the participating institutions (HAW Landshut, TH Deggendorf, UniBw München) take the exam at their home institution.

1) Internal students of HAW Landshut (60 minutes, 5 ECTS) please register for the exam via the standard registration procedure at HAW Landshut.

2) Internal students of TH Deggendorf (90 minutes, 5 ECTS) please register for the exam via the standard registration procedure at TH Deggendorf.

3) Internal students of UniBw München please register for the exam (30 minutes, 2.5 ECTS) via the standard procedure at UniBw München.

4) External students please use the registration procedure at the vhb website to register for the exam. Choose the participating institution where you want to take the exam (identical ECTS and exam duration for internal and external students).

Lern-/Qualifikationsziele:

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Lehrveranstaltungstyp:

Virtuelle Vorlesung

Interaktionsformen mit Betreuer/in:

Chat, E-Mail, Übungsaufgaben

Interaktionsformen mit Mitlernenden:

E-Mail, Forum

Kursdemo:

zur Kursdemo

Nutzung

Kurs ist konzipiert für:

HAW Landshut:

• Betriebswirtschaft (Bachelor)
• International Business (Bachelor)
• Ersatzprogramm im Rahmen der Masterzulassung für Studierende ohne ausreichende betriebswirtschaftliche Kenntnisse

Universität der Bundeswehr München (UniBw München):

• Management und Medien (Bachelor)
• Studium Plus

TH Deggendorf:

• International Management (Bachelor)
  
  

Formale Voraussetzungen:

Registration at Virtuelle Hochschule Bayern (vhb) at https://www.vhb.org/ and enrolment in the online course at https://kurse.vhb.org/VHBPORTAL/kursprogramm/kursprogramm.jsp

Erforderliche Vorkenntnisse:

None

Hinweise zur Nutzung:

None

Kursumsetzung (verwendete Medien):

-

Erforderliche Technik:

-

Nutzungsentgelte:

für andere Personen als (reguläre) Studenten der vhb Trägerhochschulen nach Maßgabe der Benutzungs- und Entgeltordnung der vhb

Rechte hinsichtlich des Kursmaterials:

-

Verantwortlich

Anbieterhochschule:

HAW Landshut

Anbieter:

Prof. Dr. Sandra Gronover

Prof. Dr. Carsten Rennhak

Autoren:

Sandra Gronover

Carsten Rennhak

Christian Zich

Martin Rochi

Betreuer:

Prof. Dr. Carsten Rennhak

Prof. Dr. Sandra Gronover

Prüfung