Stud.IP Uni Oldenburg
University of Oldenburg
29.02.2024 12:12:40
wir826 - Sectoral, Functional and Institutional Approaches to Marketing (Complete module description)
Original version English PDF download
Module label Sectoral, Functional and Institutional Approaches to Marketing
Module abbreviation wir826
Credit points 6.0 KP
Workload 180 h
Institute directory Department of Business Administration, Economics and Law (Economics)
Applicability of the module
  • Master's programme Business Administration: Management and Law (Master) > Schwerpunktmodule RdW - BWL
  • Master's programme Business Administration: Management and Law (Master) > Schwerpunktmodule UF - BWL
  • Master's Programme Sustainability Economics and Management (Master) > Additional Modules
Responsible persons
  • Alavi, Sascha (module responsibility)
  • Lehrenden, Die im Modul (authorised to take exams)
Skills to be acquired in this module
The students should be enabled
• to adapt the marketing concept to sectoral, functional and institutional specifics,
• to apply specific concepts and methods of marketing in a problem-oriented way and to be able to reflect their conditions and limitations,
• to develop and present your own conceptual designs in a team.
Module contents
Marketing initially started as a producer-oriented concept and in recent years has developed as universal approach to influence market transactions. Against this background institutional, functional and sectoral fields of application inspired the formulation of sophisticated marketing approaches, like e.g. marketing of non-profit-organisations, strategic marketing, or service marketing. The course presents the specific nature of the different fields of application and relevant consequences for marketing planning. Given the recent inflation of “hyphenated conceptions” of marketing, a reasoned diagnosis as to marketing's core identity is put forth. To this end, perspectives of transfer and integration between the approaches will be developed, that measure up to state-of-the-art theoretical as well as practical demands towards marketing as a universal market-oriented way of managing businesses. This course is divided into a preparatory seminar and an educational workshop towards the end of the term. The latter unit allows case study and role play as well as the presentation student work and boosts social competences irrespective of subject matter.
Recommended reading
Hansen, U. (1999), Absatz- und Beschaffungsmarketing des Einzelhandels. Göttingen.
Koppelmann, U. (2003), Beschaffungsmarketing. Berlin.
Kotler, P.; Roberto, N. & Lee, N. (2002), Social Marketing: Improving the Quality of Life (2nd ed.), Sage Publications.
Meffert, H. & Bruhn, M. (2008), Dienstleistungsmarketing. Wiesbaden.
Müller-Hagedorn L. (2005), Handelsmarketing. Stuttgart.
Freyer, W. (2007), Tourismus-Marketing. München.
Backhaus, K. (2003), Investitionsgütermarketing. München.
Language of instruction German
Duration (semesters) 1 Semester
Module frequency jährlich
Module capacity unlimited
Reference text
The module consists of a preparatory period (approximately 4 sessions on campus) as well as one educational workshop outside of Oldenburg
Type of module je nach Studiengang Pflicht oder Wahlpflicht
Examination Examination times Type of examination
Final exam of module
during term
examination paper and presentation
Type of course Seminar
On-site workload 0 h