Bachelor

Contents

In this course, students acquire the ability to view operational reality from the perspective of market-orientated corporate management. Knowledge is imparted from the following areas:

• Marketing research,
• Objectives and basic strategies of marketing,
• Instruments of sales market design,
• marketing implementation and
• marketing control.

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Contents

The lecture "Business-to-Business Marketing" provides a solid foundation for understanding the special requirements and strategies in business customer marketing and is essential for anyone who works in this field or would like to work in it.

In this course, students will increase their knowledge and understanding of the B2B market sector. They will learn about different B2B marketing strategies and develop an understanding of the dynamics and specific challenges associated with marketing in B2B markets.

• Introduction to B2B marketing
• Carrying out situation analyses from different perspectives (demand, competition, suppliers)
• Basics and practices of brand management
• Overview and strategy development for specific business types (product, project, system and integration business)
• Handling of business type changes
• Marketing controlling practices in the B2B sector.

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Information on exam registration

Bachelor specialisation "Marketing" - Digital Marketing and B2B Marketing

• 2-hour combined exam, which is offered every semester

Registration takes place via the relevant examination office!

Contents

The lecture "Digital Marketing" offers a deeper insight into the field of digital marketing and is aimed at anyone who would like to further their education in this area.  In this course, students develop a sound understanding of the dynamic and increasingly important field of digital marketing. The knowledge they acquire enables them to develop and implement marketing strategies in the digital world.

• Fundamentals of digital marketing
• Strategies in digital marketing
• The marketing mix from a digital perspective
• Designing digital customer experiences
• Instruments of online communication
• Consumer privacy in digital marketing
• Monitoring success in digital marketing.

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Information on exam registration

Bachelor specialisation "Marketing" - Digital Marketing and B2B Marketing

• 2-hour combined exam, which is offered every semester

Registration takes place via the relevant examination office!

Contents

The aim of the course is to convey the central requirements placed on the management of service companies. In addition to the basic concepts, students learn methods that can be used to analyse customer relationships, measure service quality, capacity utilisation and sales.

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Contents

The "Introduction to Entrepreneurship" course guides students through the entire start-up process, from the initial idea to the successful establishment of a start-up. It teaches the basic ways of thinking and acting that are particularly relevant for technology-orientated start-up projects. Special emphasis is placed on the development, evaluation and utilisation of technological opportunities. Students learn to develop innovative ideas and to evaluate them critically. They are enabled to design viable business models and create a comprehensive business plan. In addition, students acquire the ability to calculate and assess the value and profitability of companies or individual projects.

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Contents

The "Introduction to Innovation Management" course provides in-depth knowledge and application-oriented skills for identifying and developing innovative growth opportunities. Students deal with different perspectives of opportunity recognition, from corporate to environmental approaches. They familiarise themselves with proven methodologies and apply them systematically, including within the framework of the design thinking process. They also reflect on the use of artificial intelligence to generate and evaluate technological opportunities. These skills prepare students ideally for career opportunities in corporate development, innovation management and strategy consulting.

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Contents

The course "Multivariate Data Analysis" provides students with a basic understanding of how to analyse quantitative data that is used as a basis for economic decisions. In exercises, students acquire application skills in analysing the data sets provided.

• Marketing research,
• Objectives and basic strategies of marketing,
• Instruments of sales market design,
• marketing implementation and
• marketing control.

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Information on exam registration

Introduction to Marketing (BWL4)

• 1-hour written exam, offered every semester

Fundamentals of Business Administration - Corporate Management and Marketing (BWL1 + BWL4)

• 2-hour written exam, which is offered every semester

The examination regulations applicable to your individual degree programme and year of study determine which of the two examinations you must take. No aids are permitted!

Please register via the relevant examination office!

Contents

The "Introduction to Entrepreneurship" course guides students through the entire start-up process, from the initial idea to the successful establishment of a start-up. It teaches the basic ways of thinking and acting that are particularly relevant for technology-orientated start-up projects. Special emphasis is placed on the development, evaluation and utilisation of technological opportunities. Students learn to develop innovative ideas and to evaluate them critically. They are enabled to design viable business models and create a comprehensive business plan. In addition, students acquire the ability to calculate and assess the value and profitability of companies or individual projects.