Please note the following credit values:
BSc Course: 4.5 ECTS*
BSc Seminar Course: 9 ECTS
MSc Course: 5 ECTS
MBA Course: 3 ECTS
MBA Workshop: 1 ECTS
Language course: 5 ECTS
*The following BSc courses have a different credit value:
Business Communication: Theory & Practice: 3 ECTS
Managing your personal performance holistically: 3 ECTS
Harmonizing Leadership with Personal Development: 3 ECTS
Mental Health First Aid: 1,5 ECTS
Understanding your personal performance base: 1,5 ECTS
Workshop Body Language for Women: 1,5 ECTS
Intercultural Competence - Fit for International Collaboration: 1,5 ECTS
Perform Yourself! Media and Presentation Coaching: Personal Presence!: 1,5 ECTS
Foundations of Marketing - Foundations of Marketing, Group E + BBP
Course Content
- Introduction to marketing and misconceptions
- Purchase behavior: ECONS
- Purchase behavior: Deep Dive Regression
- Purchase Behavior: HUMANS
- Market research
- Powerboat racing case + customer centricity
- Customer centricity, continued
- Pricing policy
- Product policy
- Digital marketing - Part I
- Digital marketing - Part II
- Guest lecture to improve knowledge of prior sessions
- Budgeting and branding & wrap-up
Intended Learning Outcomes and Competencies
The course provides basic concepts and strategies of the core marketing concepts. The course also provides insights for the central quantitative marketing instruments, such as regression analysis, customer lifetime value estimation, price bundling, as well as preference measurement. The course not only demonstrates these techniques but also encourages the participants to apply them correctly in their assignments.
Instruction Type
On-site study
Form of Examination
| Form of Assessment | Weighting (in %) |
Duration of written exam in minutes |
| Written Exam | ||
| Oral Examination | - | |
| Written Work (Individual) | - | |
| Written Work (Group) | - | |
| Presentation (Individual) | - | |
| Presentation (Group) | - | |
| Business Simulation | - | |
| Class Participation | - | |
| Answer-Choice-Exam | - | |
| Other assessment format (please specify): | - |
Literature
- Philip Kotler, Gary Armstrong, Lloyd Harris, Nigel F. Piercy (2014), Principles of Marketing, Pearson, 15th edition.
- Daniel Kahneman (2012), Thinking fast and slow, Penguin.
- + Selected reading material (scientific research papers) that will be provided in class
Next events
| 1/6 | Lecture | We, 11.03.2026 | 08:00 Uhr | 11:15 Uhr | IP-C-001 Family Business Auditorium Hörsaal / Lecture Hall |
| 2/6 | Lecture | We, 18.03.2026 | 08:00 Uhr | 11:15 Uhr | IP-C-001 Family Business Auditorium Hörsaal / Lecture Hall |
| 3/6 | Lecture | We, 25.03.2026 | 08:00 Uhr | 11:15 Uhr | IP-C-001 Family Business Auditorium Hörsaal / Lecture Hall |
| 4/6 | Lecture | We, 01.04.2026 | 08:00 Uhr | 11:15 Uhr | IP-C-001 Family Business Auditorium Hörsaal / Lecture Hall |
| 5/6 | Lecture | We, 08.04.2026 | 08:00 Uhr | 11:15 Uhr | IP-C-001 Family Business Auditorium Hörsaal / Lecture Hall |
| 6/6 | Lecture | We, 15.04.2026 | 08:00 Uhr | 11:15 Uhr | IP-C-001 Family Business Auditorium Hörsaal / Lecture Hall |
Lecturers
Schlereth, Christian
Lecturer
Indicative Student Workload
| Self-Study | 64 h |
| Contact Time | 24 h |
| Examination | 2 h |
Esc