WISO100524 Basics in marketing
- Type
- course with non-continuous assessment
- Semester hours
- 2
- Lecturer (assistant)
- Lendl-Lewisch, Leonore
- Organisation
- Marketing and Innovation
- Offered in
- Sommersemester 2026
- Languages of instruction
- Deutsch
- Content
-
Content of the course:
- Basic marketing concepts
- Basic models and concepts of purchasing behavior
- Basic models of products and product portfolios
- Basic analysis of the corporate environment
- Basic concepts of strategic positioning
- Definition of target segments
- Basic aspects of market communication
- Basic forms of distribution from a marketing perspective
- Objective (expected results of study and acquired competences)
-
Upon completion of this course, students will be able to:
- Understand marketing as a strategic function in companies
- Apply basic marketing concepts to business decisions (formulating positioning, defining target groups, identifying competitive advantages, communication goals for end consumers)
- Translate strategic decisions into operational marketing programs
- Weigh the pros and cons of decisions
You can find more details like the schedule or information about exams on the course-page in BOKUonline.