Market and Sales
| Module: | 2: Market and Sales |
|---|---|
| Instructor: | Prof. Dr. Sascha Alavi Ann-Kristin Rüther |
| Scope / Credits: | 8 SWS / 15 credits |
| Course Type: | Lecture and Seminar |
| Language: | German |
| Date and Location: | Lecture: Monday, 4:00 p.m. – 6:00 p.m. – Audimax Section A: Thursday, 12:00 PM – 2:00 PM – Audimax Section B: Monday, 10:00 a.m. – 12:00 p.m. – EF 50 HS 2 |
| Exam: | 90-minute written exam |
Table of Contents
General Overview
This six-hour course constitutes the first part of Bachelor Module 2, “Market and Sales.” From an economic and business administration perspective, first-year students are introduced in the first part to typical market processes, patterns of market activity, and the marketing of products and services.
The economic perspective on markets and sales is competition-oriented. It integrates supply and demand, thereby encompassing both sides of market activity. Typical questions explored include the following: How does the market manage to coordinate the countless individual production and consumption decisions? To what extent do competition, specialization, and trade benefit everyone? In answering these questions, concepts that are fundamental to economic analysis play a key role. These include, for example, opportunity costs, decisions based on the marginal principle, allocation and distribution, efficiency, and distributive justice.
The business perspective on the market and sales is explored through an introduction to marketing. Marketing serves as the essential bridge to customers in business and is therefore of enormous importance for a company’s success. The module covers the fundamental concepts, theories, and methods of marketing as a central function of market-oriented business management. Students learn about marketing both as an academic discipline and as a business function. The course focuses in particular on established and innovative marketing concepts, the analysis of markets and consumer behavior, and strategic marketing planning. Building on this foundation, the classic elements of the marketing mix (product, pricing, communication, and distribution policies) are systematically introduced and illustrated using real-world examples. In addition, current developments such as digital marketing, sustainability, and brand management are addressed.
Learning Objectives
- Introduction to the terminology of markets and sales from an economic and business administration perspective
- An understanding that, under conditions of effective competition, the market promises the efficient allocation of scarce resources.
- Understanding the importance of market and marketing processes for businesses
- Ability to apply selected methods of analyzing market dynamics, as well as fundamental methods of marketing planning and marketing research
Exams
The two courses, “Marketing” and “Market and Competition,” are concluded with a graded module exam in the form of a combined written exam (duration: 90 minutes). For students from other departments or in other degree programs, the examination procedures are governed by the respective minor program agreements, some of which are currently being revised. For more information, please contact the academic advising office of your department or degree program.
Time and Location
- Lecture: Mondays, 4:15 p.m. to 5:45 p.m., Audimax
- Section A: Thursdays, 12:12 p.m. to 1:45 p.m., Audimax (every 14 days)
- Section B: Mondays, 10:15 a.m. to 11:45 a.m., EF 50, HS 2 (every 14 days)
All current information and the required learning materials can be accessed in the Moodle course.