Marketing and communication
| Module: | 2: Marketing an communication |
| Lecturer: | Dr. Xenia Raufeisen |
| Scope / Credits: | 3 SWS / 6 Credits |
| Course type: | Lecture and exercise |
| Language: | German |
| Exam: | Written exam (separate coursework in Business English) |
Contents overview
General classification
The course “Marketing” together with Business English forms Module 2: “Marketing and Communication.”
The lecture offers a systematic introduction to modern marketing. It teaches key concepts, methods, and tools for understanding and successfully working with markets and customers.
Learning objectives
• Students will learn key terms, concepts, and perspectives in marketing.
• They will understand consumer and organizational purchasing behavior.
• They will be able to explain the basics of market research and methods of data analysis and interpretation.
• They will gain knowledge about the development of marketing strategies and the tools of the marketing mix (product, price, communication, distribution).
• They are familiar with the specifics of marketing in different contexts (services, retail, B2B).
• They are sensitized to sustainable consumption, responsible business practices, and ethical issues in marketing.
• They understand the importance of consumer protection and how it is taken into account in the development and implementation of marketing strategies.
Literature
• Homburg, Christian (2020): Fundamentals of Marketing Management: Introduction to Strategy, Instruments, Implementation, and Corporate Management, Gabler Verlag, 6th edition; lecture slides
Other courses in the Marketing and Communication module in the winter semes
Exams
A graded module exam in the form of a written exam (duration 90 minutes) must be taken. In “Business English,” an ungraded coursework assignment must be passed as a language exam of the Center for Higher Education at TU Dortmund University in the four areas of reading, writing, listening, and speaking.
Time and place
• Kick-off: Thursday, October 16, 2025, 12:15 p.m. - 1:45 p.m. in the Audimax
• Lecture: Thursdays, 12:15 p.m. - 1:45 p.m. in the Audimax
• Exercise: Mondays every two weeks, 10:15 a.m. - 11:45 a.m. EF HS 2
Students who would like to participate in the course can now register in the Moodle room “Marketing - Module 2 - WS 25/26.” All current information and the required learning materials can be found there.
Documents
