Main content

This entry is from Winter semester 2016/17 and might be obsolete. You can find a current equivalent here.

B-ABS — Marketing
(dt. Absatzwirtschaft)

Level, degree of commitment Basic module, compulsory elective module
Forms of teaching and learning,
Lehr- and Lernformen: - lecture - recitation class - Fallstudien - Freies Unterrichtsgespräch - private study,
180 hours (attendance: 44 hours preparation and follow-up: 68 hours exam preparation: 68 hours)
Credit points,
formal requirements
6 CP
Translation missing. German original:
Klausur (60 Minuten)
The grading is done with 0 to 15 points according to the examination regulations for the degree program B.Sc. Business Administration.
One semester,
each summer semester
Person in charge of the module's outline N.N.


In the module, the fundamental issues of marketing are discussed in a systematic and problem-oriented manner. The courses in the module initially aim to address marketing as market-oriented business management. Special features of selected institutional areas of marketing as well as the topics of marketing research, performance, price, distribution and communication policy are examined in more detail. Finally, problem areas in the implementation of marketing are discussed.

Broad outline:

1. marketing as market-oriented corporate management

2. characteristics of selected institutional areas of marketing

3. objectives and basic strategies in marketing

4. basics of marketing research

5. design of marketing policy instruments

6. implementation of marketing

Qualification Goals

Students will be provided with an overview of the essential aspects of marketing and build up targeted skills for solving sales market-oriented decision-making problems. In doing so, the ability to recognize possibilities and limitations of common marketing methods and to apply them adequately will also be promoted. Successful attendance of the courses enables students to solve complex problems from the field of marketing independently and in a structured manner.




Module imported from B.Sc. Business Administration.

When studying M.Sc. Mathematics, this module can be attended in the study area Minor subject Business Administration.

Recommended Reading

  • Homburg, Ch./Krohmer, H., Marketingmanagement, 3., überarb. u. erw. Aufl., Wiesbaden 2009.
  • Kotler, Ph./Bliemel, F., Marketing-Management, 12., aktualisierte Aufl., Stuttgart 2007.

Please note:

This page describes a module according to the latest valid module guide in Winter semester 2016/17. Most rules valid for a module are not covered by the examination regulations and can therefore be updated on a semesterly basis. The following versions are available in the online module guide:

The module guide contains all modules, independent of the current event offer. Please compare the current course catalogue in Marvin.

The information in this online module guide was created automatically. Legally binding is only the information in the examination regulations (Prüfungsordnung). If you notice any discrepancies or errors, we would be grateful for any advice.