Faculty of Economics and Business Studies

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 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 Description

The course will be presented at an intermediate to advanced formal level providing a sound methodological basis both for applied economic research and for advanced methods. Participants will learn about the potential of different methods, but also realize their limitations. With regard to fields of application this course is concentrated on microeonometrics, e.g. modelling of cross sectional and panel data including the case of discrete or limited dependent variables. It is also intended that participants become exposed to current literature in applied economics and econometrics. It is assumed that participants have basic knowledge about statistical reasoning in the fields of estimation and testing.

Faculty

Economy and Business Studies

Institute

Statistics and Econometrics

Lecturer

Peter Winker and Jenny Bethäuser

Study Period (dd/mm/yy)

18/10/21-18/02/22

Mode and Time

Synchronous and asynchronous, Time (CET): tba, probably Fridays, 8h-10h

Online Tool for Teaching

Stud.ip, Ilias and MS Teams

Language of Instruction

English

Target Group

Master

Prerequisites

Basic knowledge of statistical methods at B.Sc. level

ECTS

6

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