|Module label||Sectoral, Functional and Institutional Approaches to Marketing|
|Credit points||6.0 KP|
|Institute directory||Department of Business Administration, Economics and Law (Economics)|
|Applicability of the module||
|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.
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.
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|
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|
|Type of course||Comment||SWS||Frequency||Workload of compulsory attendance|
|Total module attendance time||56 h|
|Examination||Examination times||Type of examination|
|Final exam of module||
examination paper and presentation