Stud.IP Uni Oldenburg
University of Oldenburg
01.10.2022 22:15:17
wir826 - Sectoral, Functional and Institutional Approaches to Marketing (Complete module description)
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Module label Sectoral, Functional and Institutional Approaches to Marketing
Modulkürzel wir826
Credit points 6.0 KP
Workload 180 h
Institute directory Department of Business Administration, Economics and Law (Economics)
Verwendbarkeit des Moduls
  • Master's Programme Business Administration, Economics and Law (Master) > Schwerpunkt Führung von Unternehmen und gesellschaftliche Organisation (FUGO) (MPO2020)
  • Master's Programme Business Administration, Economics and Law (Master) > Schwerpunktmodule RdW - BWL
  • Master's Programme Business Administration, Economics and Law (Master) > Schwerpunktmodule UF - BWL
  • Master's Programme Sustainability Economics and Management (Master) > Additional Modules
Zuständige Personen
Lehrenden, Die im Modul (Prüfungsberechtigt)
Raabe, Thorsten (Module responsibility)
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.
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
Modullevel / module level ---
Modulart / typ of module je nach Studiengang Pflicht oder Wahlpflicht
Lehr-/Lernform / Teaching/Learning method
Vorkenntnisse / Previous knowledge
Form of instruction Comment SWS Frequency Workload of compulsory attendance
Lecture 2 28
Tutorial 2 28
Präsenzzeit Modul insgesamt 56 h
Examination Prüfungszeiten Type of examination
Final exam of module
during term
examination paper and presentation