Germany, Bremen

Principles of Marketing

when 3 July 2016 - 28 July 2016
language English
duration 4 weeks
credits 6 ECTS
fee EUR 850

Principles of Marketing is an introduction to the concepts, activities, and decisions that relate to the marketing function in domestic and international settings. Focus is on development and implementation of marketing strategies through the use of the marketing mix variables of product, price, distribution, and promotion.
The course format will be a mixture of lectures, assignments and class discussion. No prior coursework is required.

Course leader

Dr. James Hunt, Ph.D. / University of North Carolina Wilmington / USA

Target group

Students of economics, business studies, management studies and interested persons. Minimum age 18 years.
English required in the level: B2-C2 / Intermediate and advanced level

Course aim

- Learn and apply marketing terms and vocabulary.
- Learn and explain the role of marketing in an organization, the philosophy of the marketing concept, the marketing mix, and how ethical and environmental factors affect marketing decisions.
- Learn and explain how marketers use consumer behavior theories and marketing research to analyze consumer and business market opportunities.
- Define and explain market segmentation, target marketing, positioning, and competitive strategies for domestic and global markets.
- Describe and explain basic concepts of product management / strategy and product life cycle theory.
- Describe and explain distribution strategies, including retailing and wholesaling functions, and logistics/physical distribution management practices and strategy.
- Describe and explain contemporary promotion strategy and practice, including communication, advertising, personal selling, sales management, and sales promotion.
- Examine basic price theory. Be familiar with the dimensions on which prices are based and how marketers develop and apply pricing strategies and tactics. Understand how a final, specific price is determined.

Credits info

6 ECTS
or 4 US credit hours

Fee info

EUR 850: Students of economics, business studies, management studies and interested persons. Minimum age 18 years.
English required in the level: B2-C2 / Intermediate and advanced level