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Einführung ins Marketing


Date, Time & Room see KLIPS for Lecture and practical


The 'Marketing' lecture investigates how to run a company in a market-oriented manner. Marketing, defined as the 'market-oriented management of a company', aims to align all central activities of a company with the needs of its various market partners. At the same time, the aim is to pursue relevant (monetary) corporate objectives, e.g., maximization of profit or value. In this course you will learn concepts and methods that will enable you to analyse key tasks associated with marketing and to devise soundly based recommendations for action to deliver successful outcomes to these tasks. We will examine how consumers respond to marketing activities and why they do so (consumer behavior). We will also examine how information about markets and market partners can be generated as a key basis for decision-making (market research), how markets can be approached from a strategic perspective and how individual marketing instruments can be deployed. In this context, 'marketing' also embraces the finding of optimum solutions to problems, because marketing instruments must be deployed in an optimal (profit-maximizing) manner. What is the optimal price of my product? How much should I invest in communication activities? To answer these questions, we will use mathematical methods that enable us to identify the (economic) conditions, which need to be satisfied to ensure that the marketing instruments are deployed in an optimal manner.


The examination form is a written exam of 60 minutes.

Examination dates (see KLIPS -> "Prüfungstermine")

Please keep in mind that you need to register for the exam during the given registration period. It is NOT possible to register after the registration period. Note that no responsibility is taken for the correctness of the information. Please refer to the Examination Office for all examination-related questions.

Zum Bestehen der Veranstaltung muss eine schriftliche Prüfung abgelegt werden. Diese Prüfung dauert 60 Minuten.

Prüfungsdaten (siehe: KLIPS -> "Prüfungstermine")

Bitte beachten Sie, dass Sie sich nur innerhalb der vorgegebenen Fristen für die Klausur anmelden können. Es ist NICHT möglich, sich nach Ablauf der Frist nachträglich anzumelden. Es wird keine Verantwortung für die Richtigkeit der Informationen übernommen. Bitte informieren Sie sich beim Prüfungsamt über alle klausurbedingten Fragen.

Exam inspection

Date and conditions for applying to the exam inspection can be found here.