Download Name of Course Marketing and International Sales (MISA) Course

Name of Course
Marketing and International Sales (MISA)
Course Code
MISA
ECTSCredits
Course Type
4
Language of Instruction:
English
Course Level
Intermediate
Total amount of work
120 hours
Contact-hours
4 per week
Term
Full-Time Study: 4th semester
Lecturer Responsible
Spring semester:
Dr. oec. HSG Benjamin von Walter
Fall semester:
Dr. oec. HSG Benjamin von Walter
Methods of Teaching
and Learning
Lectures, class discussions, case studies, individual and group work
Aim
Students will get an encompassing overview and understanding of the
principles of marketing and sales including new perspectives such as
sustainable marketing.
Course Target /
Learning Target
(Competencies)
Professional Competencies
This course will enable students to understand:
 Core principles of marketing
 Social and ethical challenges connected with marketing
 Basic principles of marketing research
 Principles and tools of strategic marketing
 Marketing mix
Methodological Competencies
After completion of this course students are able to
 Apply the basic principles of marketing research
 Conduct basic marketing planning and apply strategic analysis tools
such as SWOT analysis and portfolio analysis as well as essential
approaches for segmentation, targeting and positioning.
 Use the instruments connected with the marketing mix (on a basic to
medium level): branding, new product development, product life-cycle
strategies, pricing strategies, communication development and
implementation, channel management
Course Content/
Learning Content
Content Learning Block I: Introduction to Marketing
 Introduction to marketing

o What is marketing?
o Steps in the marketing process
o Marketing management orientations
Sustainable marketing – Social responsibility and ethics
o Social criticisms of marketing
o Environmental sustainability grid
Content Learning Block II: Marketing Research
 Introduction to marketing research
o Marketing information system
o Marketing research process
Content Learning Block III: Strategic Marketing
 Introduction to strategic marketing


o Strategic planning process
o Business portfolio analysis
Designing a customer-driven marketing strategy
o Market segmentation
o Market targeting strategies
o Positioning strategy
Competitive strategy
o Competitor analysis
o Competitive positions
Content Learning Block IV: Products and Services
 Product and branding strategy


o Definition and classification of products
o Product decisions
o Brand strategy decisions
New-product development and product life-cycle strategies
o New-product development process
o Product life-cycle strategies
Marketing services
o Service characteristics
o Service profit chain
o Service quality dimensions
Content Learning Block V: Pricing
 Pricing
o Basic concepts
o Product mix pricing strategies
o Price adjustment strategies
Content Learning Block VI: Place / Distribution Channels
 Managing distribution channels
o Types of channel organizations
o Outline of major channel alternatives
Content Learning Block VII: Promotion
 Communicating customer value: integrated marketing communication
strategy
o Overview of major promotion tools: advertising, PR, sales promotion,
personal selling, direct marketing
o Shaping the promotional mix
o Developing effective marketing communications
Course Structure
Contact hours: 42h
Guided self-study, self-study, case studies, exam preparation: 78h
Teaching material



Kotler, Philip and Gary Armstrong (2016), Principles of Marketing, 16th
ed. Harlow: Pearson.
Lecture notes
Practical examples and case studies
Module Requirements



As per model syllabus
Good written and oral skills of the English language
No previous marketing knowledge required
Efficiency Rating

Case study presentation in class (Grading: passed or failed)
(A passed case study presentation is required for exam participation:
“Testatanforderung”)
Final written, closed-book exam (90 minutes, 100% of the course
grade)

Subsequent Courses
As per model syllabus