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Faculty of Economics and Business Studies

Course Title: 0201 Product Management

Course Description

The correct management of a product or product segment, from its creation in the company to its exit from the company, is a significant success factor. In particular, planning, management and control of the product play an important role. In addition to the fundamentals and strategic aspects of product management, this module provides students with an insight into the process of introducing products and the tools required to support the individual process phases. Further contents of this module are aspects of the organization of product management as well as its successful implementation. After attending the courses, students will be able to:

  • Understand product management
  • Develop product strategies, product and marketing concepts
  • Create and implement market launch concepts
  • Product lifecycle management
Faculty

Economy and Business Studies

Institute

Chair of BWL 1

Lecturer

Dr. Melanie Bowen

Study Period (dd/mm/yy)

18/10/21-15/02/22

Mode and Time

Synchronous, Time (CET): Mondays 14-16h (lecture), Tuesdays 16-18h (exercise)

Online Tool for Teaching

Webex

Language of Instruction

English

Target Group

Bachelor, Master

Prerequisites

none

ECTS

6

Course Title: 0202 Marketing

Course Description

In the lecture and exercise, an initial insight into marketing is given. The marketing idea, which centers on customer orientation and the best possible satisfaction of customer wishes and needs, is explained, as are basic marketing theory approaches and the integration of marketing into the company.

First, there is an awareness of marketing. Then, an understanding of customers, who are at the heart of marketing, is developed. This is followed by an overview of how to analyze markets specifically. Then, the procedure for planning goals and strategies is explained. A main focus of the lecture is the design of measures within the marketing mix of the company. The basis for this is formed by the brand options to be defined, which serve as the basis for designing product policy, communication policy, pricing policy and distribution policy. These are also presented in detail. The lecture concludes with the control of goals, strategies and measures and the anchoring of marketing in the company.

The exercise to the "Marketing" lecture takes place in the form of Web-Based-Trainings (WBTs). Here, the presented contents are deepened by means of a case study, which is dealt with in a WBT series according to the lecture focus. In addition, practice questions help to further deepen the content during self-study.

  • Understanding market players
  • Developing marketing strategies
  • Designing marketing measures
  • Implement marketing strategies
Faculty

Economy and Business Studies

Institute

Chair of BWL 1

Prof. Dr. Alexander Haas

Study Period (dd/mm/yy)

20/10/21-18/02/22

Mode and Time

Synchronous, Time (CET): Wednesdays 8-10h (lecture), Fridays 14-16h (exercise), Fridays 10-12h (tutorial, Q&A)

Online Tool for Teaching

Webex

Language of Instruction

English

Target Group

Bachelor, Master

Prerequisites

none

ECTS

6

Course Title: 0204 Customer Management

Course Description

Successful customer management is the key to the long-term existence of a company. Thus, customer management represents a central task in the company. In addition to the fundamentals and strategic aspects of customer management, this module provides students with an insight into the correct way to deal with customers. Further contents of this module are aspects of the organization of customer management as well as its successful implementation. After attending the courses, students will be able to:

  • Understand customer management
  • Design and implement sales processes
  • Plan and implement negotiation processes
  • Understand customer relationship management and customer lifecycle management
Faculty

Economy and Business Studies

Institute

Chair of BWL 2

Lecturer

Prof. Dr. Alexander Haas, Dr. Sadrac Cénophat

Study Period (dd/mm/yy)

21/10/21-18/02/22

Mode and Time

Synchronous and Asynchronous, Time (CET): Thursdays 8-10h (lecture), Fridaya 18-20h (exercise)

Online Tool for Teaching

Webex

Language of Instruction

English

Target Group

Bachelor

Prerequisites

none

ECTS

6

Course Title: 0205 Strategic and International Management

Course Description
  • Introduction to strategic and international management 
  • Strategy processes and strategic analysis 
  • Business and corporate strategy 
  • International trade and foreign direct investment 
  • Strategy and organisation in international enterprises 
  • Internationalisation and success 
Faculty

Economy and Business Studies

Institute

Chair of BWL 2

Lecturer

Prof. Dr. Andreas Bausch

Study Period (dd/mm/yy)

18/10/21-17/02/22

Mode and Time

Synchronous, Time (CET): Monday, 14 – 16h, and Tuesday, 18 – 20h

Online Tool for Teaching

ILIAS, Webex

Language of Instruction

English

Target Group

Bachelor, Master

Prerequisites

none

ECTS

6

Responsible for the content: Ben Kahl: Contact by e-mail