Market and Sales

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 - WS22/24". There, all current information as well as the required learning materials can be found there.

Contact Person

• Lecturer: Prof. Dr. Hartmut H. Holzmüller
• Exercises: Josefine Schulte

Time and place

• Kick-Off: Wednesday, 11.10.2023, 10:15 - 11:45 am (Audimax)