Course Description - Technical Marketing and Marketplace Simulation Game Department: 09 - Business Administration and Engineering Course title: Technical Marketing and Marketplace Simulation Game Hours per week: 4 Number of ECTS credits: 4 (option to gain 5 ECTS through an additional presentation) Semester: Course objective: At the end of the course, students - will know the basics of marketing for industrial goods and durable consumer goods respectively - know the requirements and procedure in the segmentation and positioning of products - will be aware of the integrated product life-cycle - will be able to analyse and understand strategic interrelations and background of marketing decisions - will be able to transfer their knowledge to current case studies and project work respectively. Prerequisites: None Recommended reading: Kotler, Philip: Marketing Management; Davidow, W.H.: Marketing HighTechnology Teaching methods: Lecture, intergroup development, case studies Assessment methods: Presentation (40%) and written exam (60%) Language of instruction: English Name of lecturer: Prof. Dr. rer. pol. Wolfgang Döhl Email: [email protected] Course content: Basics of marketing, complete product, segmentation and positioning, course of action in market analysis, integrated product life-cycle, technology mix of a product, first/follower problem, Marketing simulation game.