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Module overview
Modules offered
SuSe 2018
WiSe 2018/19
SuSe 2019
Marketing & Operations Management
X
X
X
Marketing Praxis & Theory
Digital Marketing Strategy
Innovation Workshop
X
X
Marketing Simulation Game
Scientific Reports
X
Sustainable Marketing
Consumer Behavior and Decision Making
Advanced Marketing Research Seminar
X
Data Analysis & Market Insights
X
Innovation Marketing
X
X
Online Marketing - Data collection and management
X

Primarily for Bachelor’s Program

Marketing & Operations Management

Course Type
Lecture with accompanying tutorial
Module
Business Administration Compulsory Module
ECTS
6
Description
The module is divided into two parts. During the first half of the semester, basic knowledge of marketing is taught. Companies’ market orientation, planning the
operative marketing tools (product policy, price policy, communication policy, and distribution), and reviewing their effectiveness are the focus of education during this section of the module.The principles of market research are also discussed.
 
During the second half of the semester, after a brief introduction into production management, the course is organized into the following points: process analysis, production program planning, storage, batch size planning, and transport and location planning.

Examination type
Written examination
Literature
choose from:
Bruhn, M. (2010). Marketing. Grundlagen für Studium und Praxis, Wiesbaden.
Homburg, C., und Krohmer, H. (2009). Marketingmanagement, Wiesbaden.
Comments
The lecture and tutorial are to be taken together

Marketing Praxis & Theory

Course Type
Project
ECTS
6
Description
Project seminars apply knowledge gained in lectures to real problems from research and practice. For current research questions, students are included in the Chair’s research projects. These questions can be related to case studies or be worked on in cooperation with companies. In project seminars, students work on identifying and analyzing marketing problems as well as applying theories and methods to develop suggestions for solutions. Emphasis is placed on practicing logical and consistent argumentation, the ability to work in a team, and communication skills.
The seminar’s contents vary and are oriented on current research questions being worked on in the Chair of Marketing.

Examination type
Portfolio examination
Literature
will be announced depending on the topic
Comments
Number of participants limited due to the interactive character of the course. Requests for places on the course are made through the Chairs’s website.

It is recommended that students have already successfully completed the module “Marketing and Operations Management”.    

Digital Marketing Strategy

Course type
Integrated course
ECTS
6
Description
In this course students learn about the importance of online media, the most important players in this field and the different instruments of online marketing. The course starts with input sessions dealing with different topics of online marketing. Several quizzes during the course are used to examine and ensure the learning progress of the students. In the final project students work in groups and develop a online marketing strategy for a specific business model. The results are presented and discussed in class.
Type of exam
Portfolio examination
Literature
adage.com
adweek.com
contentmarketinginstitute.com
convinceandconvert.com
emarketer.com
forrester.com
mashable.com
SEOMoz.org
Remarks
The number of participants is limited. Please check the course description in the respective semester for information regarding registration.

Prior completion of the course "Marketing und Produktionsmanagement" (basic Marketing class) is recommended.

Innovation Workshop

Course Type
Project
ECTS
12
Description
The INNOVATION WORKSHOP is an interdisciplinary, four-week, hands-on project for students from all degree programs. You work intensively with scientific guidance on solving a real problem that a company is currently facing. In the past, we have worked together with companies such as Adidas, Vattenfall, or BMW. Our goal is to prepare students for future management tasks during their degree program. Using current marketing questions, common solutions are worked on in interdisciplinary teams. You become familiar with different kinds of tasks and learn to assess their progression and relation to one another as well as their effects. Besides developing strategic and operative marketing measures, project management can be practiced using a real case. Under realistic conditions, you develop a project plan and check your progress and whether you have reached the set goals. By working in teams with differing expert knowledge, experience, and skills, you can also expand your teamwork and communication skills. At a final event, you have the opportunity to present your results to our partners. In addition, your suggestions will be given to the companies as project reports.    
Comments
Number of participants limited due to the interactive nature of the course. Further information under 
   
www.innowerkstatt.tu-berlin.de

It is recommended that students have already successfully completed the module “Marketing and Operations Management”.    



Innovation Marketing

Course Type
Project
ECTS
6
Description
Marketing of product and service innovations occurs in turbulent environments, and requires rapid decision making with incomplete information. Short innovation cycles and high mortality rates of both products and businesses pose additional challenge to the marketing of product and service innovations.
The course provides an overview of the principal concepts in the marketing of innovative products and services. The course covers marketing issues across the major phases of the innovation process - starting with strategic marketing planning activities and ending with the market introduction of the innovation. The course will explore different types of innovation and their marketing implications, the development of new products and services, internal and external innovation barriers, methods of gathering market intelligence, consumer adoption decisions and innovation diffusion patterns.
The course participants have knowledge of the principal concepts and key principles of the marketing of innovative products and services.
They are able to recall strategies, methods and specific instruments that can ensure market-oriented innovation processes.
Graduates of the course are able to describe different types of innovation and are able to derive marketing implications. Furthermore, participants are able to describe how to select the appropriate target market, how to position the innovation relative to other solutions, how to communicate its benefits, set effective prices and select appropriate distribution channels, and how to develop solid relationships and alliances.

Type of exam

Portfolio examination
Literature
 
Remarks
The number of participants is limited. Please check the course description in the respective semester for information regarding registration. 

Prior completion of the course "Marketing und Produktionsmanagement" (basic Marketing class) is recommended.

Link
www.innovationdays.org/berlin2018/

Marketing Simulation Game

Course type
Project
ECTS
6
Description
In the course of this module students first learn the basics of marketing management by working on different topics and presenting these topics. In the second part of the class students play a computer-aided simulation game named “Markstrat”, which focuses on the managerial issues arising when operating marketing decisions. Students are divided in teams (companies) and operate as marketing managers. Each team’s actions will have direct consequences on the market, thus competitive analysis is a must. Competitor actions and reactions, new product launches, sales and distribution strategies all define how teams will manage their own product portfolio, R&D projects, positioning, pricing and distribution channels.
Type of Exam
Portfolio examination
Literature
StratX (Hrsg.): MarkStrat Participant Handbook
Remarks
The number of participants is limited. Please check the course description in the respective semester for information regarding registration.

Prior completion of the course "Marketing und Produktionsmanagement" (basic Marketing class) is recommended.

Scientific Reports

Course Type
Project
ECTS
6
Description
This course introduces students to the key principles of scientific working methods. Basic knowledge is conveyed on literature research, evaluation, and analysis, on structure, on developing and writing scientific texts, and on presentation techniques. The course lays the groundwork for successfully completing the final thesis.    
Examination Type
Portfolio examination
Literature
Spoun, S. and Dominik, D. (2004).  Erfolgreich studieren. Ein Handbuch für Wirtschafts- und Sozialwissenschaftler, Pearson Studium, München.

Ebster, C. and Stalzer, L. (2008).  Wissenschaftliches Arbeiten für Wirtschafts- und Sozialwissenschaftler, facultas.wuv Universitätsverlag, Wien.

Mautner, G. (2011).  Wissenschaftliches Englisch, UVK, Konstanz.
Comments


Number of participants limited due to the interactive nature of the course. Requests for places on the course are made through the Chair’s website.

It is recommended that students have already successfully completed the module “Marketing and Operations Management”.

Sustainable Marketing

Course type
Project
ECTS
6
Description
In times of climate change, resources scarcity, the extinction of species and poverty in many countries, aspects of sustainability come to the forefront of society’s concerns. Companies have to consider the changing requirements that result from those changes in their marketing processes. The course ‘Sustainable Marketing’ provides an overview about the principles and concepts of sustainability in marketing. Consequently, it covers the main stages of a marketing process: the development of marketing goals, the planning of strategic and operative marketing activities and their implementation and control.
Type of exam
Portfolio examination
Literature
Belz, F. & Peattie, K. (2010). Sustainability Marketing: A Global Perspective, New York (Wiley)
Remarks
The number of participants is limited. Please check the course description in the respective semester for information regarding registration.

Prior completion of the course "Marketing and Operations Management" (basic Marketing class) is recommended.

Primarily for Master’s Program

Marketing Praxis & Theory

Course Type
Project
ECTS
6
Description
Project seminars apply knowledge gained in lectures to real problems from research and practice. For current research questions, students are included in the Chair’s research projects. Current practice-related questions are worked on in cooperation with companies. While case studies train students in logical, consistent argumentation, identifying relevant facts, and the application of theoretical models, in project seminars what is practiced in particular is the interaction with companies as well as presentation and communication skills. The course content varies each semester and is oriented on the needs of the cooperation partners as well as the current research questions being worked on in the Chair of Marketing.
Examination Type
Portfolio examination
Literature
will be announced depending on the topic
Comments
Number of participants limited due to the interactive nature of the course. Requests for places on the course are made through the Chair’s website.

It is recommended that students have already successfully completed the module “Marketing and Production Management”.


Innovation Workshop

Course Type
Project
ECTS
12
Description
The INNOVATION WORKSHOP is an interdisciplinary, four-week, hands-on project for students from all degree programs. You work intensively under scientific guidance on solving a real problem that a company is currently facing. In the past, we have worked together with companies such as Adidas, Vattenfall, or BMW. Our goal is to prepare students for future management tasks during their degree program. Using current marketing questions, common solutions are worked on in interdisciplinary teams. You become familiar with different kinds of tasks and learn to assess their progression and relation to one another as well as their effects. Besides developing strategic and operative marketing measures, project management can be practiced using a real case. Under realistic conditions, you develop a project plan and check your progress and whether you have reached the set goals. By working in teams with differing expert knowledge, experience, and skills, you can also expand your teamwork and communication skills. At a project final event, you have the opportunity to present your results to our partners. In addition, your suggestions will be given to the companies as project reports.
Comments
Number of participants limited due to the interactive nature of the course. Further information under www.innowerkstatt.tu-berlin.de


It is recommended that students have already successfully completed the module “Marketing and Operations Management”.


Innovation Marketing

Course Type
Project
ECTS
6
Description
Marketing of product and service innovations occurs in turbulent environments, and requires rapid decision making with incomplete information. Short innovation cycles and high mortality rates of both products and businesses pose additional challenge to the marketing of product and service innovations.
The course provides an overview of the principal concepts in the marketing of innovative products and services. The course covers marketing issues across the major phases of the innovation process - starting with strategic marketing planning activities and ending with the market introduction of the innovation. The course will explore different types of innovation and their marketing implications, the development of new products and services, internal and external innovation barriers, methods of gathering market intelligence, consumer adoption decisions and innovation diffusion patterns.
The course participants have knowledge of the principal concepts and key principles of the marketing of innovative products and services.
They are able to recall strategies, methods and specific instruments that can ensure market-oriented innovation processes.
Graduates of the course are able to describe different types of innovation and are able to derive marketing implications. Furthermore, participants are able to describe how to select the appropriate target market, how to position the innovation relative to other solutions, how to communicate its benefits, set effective prices and select appropriate distribution channels, and how to develop solid relationships and alliances.

Type of exam

Portfolio examination
Literature

 

Remarks
The number of participants is limited. Please check the course description in the respective semester for information regarding registration. 

Prior completion of the course "Marketing und Produktionsmanagement" (basic Marketing class) is recommended.

Link
www.innovationdays.org/berlin2018/

Consumer Behavior and Decision Making

Course Type
Integrated Course
ECTS
6
Description
The focus of this course is on explaining consumers’ behavior in buying decision-making processes. Besides motivations, value structures, and self-construction, the course will look at psychological processes of information processing and decision making. One focus is on the psychological processes of price information and evaluation as well as of aesthetics and processing of communication measures. Another focus is on the cultural-historical and sociological aspects of buying decisions and situational and economic constraints.
Examination Type
Portfolio examination
Literature
Kroeber-Riehl, W. et al. (2008). Konsumentenverhalten, 9th ed., Munich.
 

Comments
Number of participants limited due to the interactive nature of the course. Requests for places on the course are made through the Chair’s website.

It is recommended that students have already successfully completed the module “Marketing and Operations Management”.

Advanced Marketing Research Seminar

Course Type
Project
ECTS
6
Description
Project seminars apply knowledge gained in lectures to real problems from research and practice. For current research questions, students are included in the Chair’s research projects. Questions can be related to case studies or be worked on in cooperation with companies. In project seminars, students work on identifying and analyzing marketing problems as well as applying theories and methods to develop suggestions for solutions. Emphasis is placed on practicing logical and consistent argumentation as well as presentation and communication skills.
The seminar’s contents vary and are oriented on current research questions being worked on in the Chair of Marketing.

Examination Type
Portfolio examination
Literature
will be announced depending on the topic
Comments
Number of participants limited due to the interactive nature of the course. Requests for places on the course are made through the Chair’s website.

It is recommended that students have already successfully completed the module “Marketing and Operations Management”.

Data Analysis & Market Insights

Course Type
Integrated Course
ECTS
6
Description
The course first gives an overview of typical marketing decisions. To analyze the questions posed, it will be shown how various market research projects are designed and how the resulting research process works. Students will see how to define problems, select data sources, design and measure constructs, and draw samples. A particular focus is on presenting suitable processes of data collection and analysis. Besides classic methods of interdependency and dependency analyses, cutting-edge methods - e.g. preference measurement - will also be presented.
In the tutorial, students will learn about basic data management and the use of typical statistical analysis methods with the help of appropriate statistical software. For this, students will first be introduced to the software. The focus is then placed on applying univariate and bivariate analysis procedures, creating graphics, interpreting results, and using selected methods of interdependency and dependency analysis with datasets like those that would be found in the real world. 

Examination Type
Portfolio examination
Literature
Herrmann, A., Homburg, C. and Klarmann, M. (2008). Marktforschung, 3rd ed., Gabler, Wiesbaden.
Comments
Number of participants limited due to the interactive nature of the course. Requests for places on the course are made through the Chair’s website.

It is recommended that students have already successfully completed the module “Marketing and Operations Management”.

Scientific Reports


Course Type
Project
ECTS
6
Description
This course introduces students to the key principles of scientific working methods. Basic knowledge is conveyed on literature research, evaluation, and analysis, on structure, on developing and writing scientific texts, and on presentation techniques. The course lays the groundwork for successfully completing the final thesis.
Examination Type
Portfolio examination
Literature
Spoun, S. and Dominik, D. (2004).  Erfolgreich studieren. Ein Handbuch für Wirtschafts- und Sozialwissenschaftler, Pearson Studium, München.

Ebster, C. and Stalzer, L. (2008).  Wissenschaftliches Arbeiten für Wirtschafts- und Sozialwissenschaftler, facultas.wuv Universitätsverlag, Vienna.

Mautner, G. (2011).  Wissenschaftliches Englisch, UVK, Constance.
Comments
Number of participants limited due to the interactive nature of the course. Requests for places on the course are made through the Chair’s website.

It is recommended that students have already successfully completed the module “Marketing and Operations Management”.

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