Bachelor

Market and Sales

Module:	Module 2
Lecturer:	Prof. Dr. Hartmut H. Holzmüller
Scope / Credits:	8 SWS / 15 Credits
Course type:	Lecture and exercise
Language:	German
Exam:	Written exam

Contents overview

General classification

The six-hour course forms the first part of Bachelor Module 2 "Market and Sales". The second part, "Presentation Technique", is also offered in the winter semester. From an economic and business perspective, the first part familiarizes first-year students with typical market processes, patterns of market activity and marketing processes for products and services.

The economic view of the market and sales is a competition-oriented one. It integrates supply and demand and thus both sides of market actions. Typical questions addressed are: How does the market manage to coordinate the countless individual production and consumption decisions? To what extent do competition, specialization and trading activity benefit everyone? In answering these questions, concepts play a role that are fundamental to economic analysis. These include, for example, opportunity costs, marginal principle decisions, allocation and distribution, efficiency, and distributive justice.

The business perspective on markets and sales is provided through an introduction to marketing. From the point of view of companies, it is worked out how the planning of marketing processes is approached, how market research is carried out, which instruments are used to work the market and, finally, how the efficiency of marketing activities is checked. Examples, short case studies, video films, etc. are used to demonstrate how companies apply basic marketing concepts and methods. Typical areas of application of marketing techniques in the nonprofit sector are also presented.

Teaching objectives

Introduction to the conceptual world (terminology) in the field of market and sales from an economic and business management perspective.
Recognition that the market promises an efficient use of limited resources when competition is functioning.
Knowledge of the importance of market and marketing processes for companies.
Ability to deal with selected methods of analysis of market activity, basic methods of marketing planning and marketing research.

Literature

Homburg, Christian (2017): Grundlagen des Marketingmanagements: Einführung in Strategie, Instrumente, Umsetzung und Unternehmensführung, Gabler Verlag, 6th ed.; Set of slides of the lecture

Further courses of the module Market and Sales in the winter semester

Market and Competition: Supervised by Prof. Galina Zudenkova

Examinations

The two courses Marketing and Market and Competition are completed by a graded module examination in the form of a joint written examination (duration 90 minutes). For students from other departments or in other study programs, the examination modalities are governed by the respective valid minor subject agreements, some of which are currently being revised. For more information, please contact the student advisor of your department/program.

Students who would like to participate in the course can now register in the Moodle room "Marketing - Module 2 - WS22/23". There, all current information as well as the required learning materials can be found there.

Contact Person

Lecturer: Prof. Dr. Hartmut H. Holzmüller
Exercises: Fabienne Ruoss (M.Sc.)

Time and place

Kick-Off: Wednesday, 19.10.2022, 10:15 to 11:45 a.m. (Audimax)

Documents

Contact person

Fabienne Ruoss

Location & approach

By car

The campus of TU Dortmund University is located close to interstate junction Dortmund West, where the Sauerlandlinie A 45 (Frankfurt-Dortmund) crosses the Ruhrschnellweg B 1 / A 40. The best interstate exit to take from A 45 is "Dortmund-Eichlinghofen" (closer to Campus Süd), and from B 1 / A 40 "Dortmund-Dorstfeld" (closer to Campus Nord). Signs for the university are located at both exits. Also, there is a new exit before you pass over the B 1-bridge leading into Dortmund.

To get from Campus North to Campus South by car, there is the connection via Vogelpothsweg/Baroper Straße. We recommend you leave your car on one of the parking lots at Campus North and use the H-Bahn (suspended monorail system), which conveniently connects the two campuses.

By bus, subway and train

TU Dortmund University has its own train station ("Dortmund Universität"). From there, suburban trains (S-Bahn) leave for Dortmund main station ("Dortmund Hauptbahnhof") and Düsseldorf main station via the "Düsseldorf Airport Train Station" (take S-Bahn number 1, which leaves every 20 or 30 minutes). The university is easily reached from Bochum, Essen, Mülheim an der Ruhr and Duisburg.

You can also take the bus or subway train from Dortmund city to the university: From Dortmund main station, you can take any train bound for the Station "Stadtgarten", usually lines U41, U45, U 47 and U49. At "Stadtgarten" you switch trains and get on line U42 towards "Hombruch". Look out for the Station "An der Palmweide". From the bus stop just across the road, busses bound for TU Dortmund University leave every ten minutes (445, 447 and 462). Another option is to take the subway routes U41, U45, U47 and U49 from Dortmund main station to the stop "Dortmund Kampstraße". From there, take U43 or U44 to the stop "Dortmund Wittener Straße". Switch to bus line 447 and get off at "Dortmund Universität S".

The H-Bahn (Suspended Monorail System)

The H-Bahn is one of the hallmarks of TU Dortmund University. There are two stations on Campus Nord. One ("Dortmund Universität S") is directly located at the suburban train stop, which connects the university directly with the city of Dortmund and the rest of the Ruhr Area. Also from this station, there are connections to the "Technologiepark" and (via Campus Süd) Eichlinghofen. The other station is located at the dining hall at Campus Nord and offers a direct connection to Campus Süd every five minutes.

By airplane

The AirportExpress is a fast and convenient means of transport from Dortmund Airport (DTM) to Dortmund Central Station, taking you there in little more than 20 minutes. From Dortmund Central Station, you can continue to the university campus by interurban railway (S-Bahn). A larger range of international flight connections is offered at Düsseldorf Airport (DUS), which is about 60 kilometres away and can be directly reached by S-Bahn from the university station.

At campus

The facilities of TU Dortmund University are spread over two campuses, the larger Campus North and the smaller Campus South. Additionally, some areas of the university are located in the adjacent "Technologiepark".