Case Studies in Marketing
| Target group | Bachelor students (B.Sc.) |
| Course type | Seminar, advanced seminar |
| Cycle | Winter term (starting winter term 22/23) |
| Hours per week | 2 (seminar), 2 (advanced seminar) |
| Grading | Seminar paper and presentation |
| Credits | 6 ECTS |
| Time / Room | See LSF for seminar and advanced seminar |
Course Overview
Based on the contents of the lecture “Unternehmensführung & Marketing,” the students subsequently apply their acquired knowledge to real marketing situations. Using case studies, they will analyze companies and marketing practice issues, present their results, and discuss their proposed solutions.
Structure
• Market research
• Product decisions
• Branding decisions
• Communication decisions
• Sales decisions
• Pricing decisions
• Marketing of innovations
• Online and social media marketing