Name of Course
Marketing and International Sales
Course Code
MISA
Course Type
Compulsory module
Course Level
Intermediate
Contact-hours
4 per week
Total amount of work
120 hours
Term
Full-Time Study: 4th semester
ECTSCredits
4
Language of Instruction:
English
Lecturer Responsible Dr. Hendrik Godbersen
Methods of Teaching
and Learning
Lectures, class discussion, individual work, partner work, group work, guided
case study, case study.
Aim
Business Administration graduates have a solid foundational knowledge of
marketing and sales theory and therefore understand the significance of
marketing and sales both in the context of management and also in
interdependence with other areas of business. In addition, graduates have skills
in marketing-specific key methods which enable them to gather market
information in a targeted and structures fashion, as well as to handle basic
marketing and sales analyses and strategies systematically and independently.
On the basis of marketing strategies, Business Administration graduates have
the ability to place specific, targeted sub-assignments with specialists.
Course Target /
Learning Target
(Competencies)
Professional Competencies
After completion of the module students are able to understand
 the process and structure of marketing and buyers oriented business
administration
 the influences and processes of consumer behaviour
 impact of strategic marketing to business management
 the integrative role of brand management
 the development and management of products
 pricing strategies
 the system and process of integrated communication
 elements of communication and selling
 the management of brand portfolios
 the specifics of B2B marketing
Methodological Competencies
After completion of the module students are able to
 use information about the demand side for strategic and operative
marketing planning
 create strategic concepts referring to market oriented business
administration and brand management
 use instruments of product development and product management to
deliver a core value to customers and to gain profit for a company
 evaluate prices and define effective pricing strategies
 plan and manage integrated campaigns of communication and selling
 use appropriate marketing strategies and instruments to face the
challenges of B2C and B2B marketing
Students will be able to use the mentioned skills on a basic to medium level.
Course Content/
Learning Content
Topics Learning Block 1 (Introduction into Marketing)
 Organisation and administration
 Structure, process and change of markets
 Systems and processes of marketing management
 Key concepts of markets and marketing
Topics Learning Block 2 (Consumer Behaviour)
 Structure of influences on consumer behaviour
 Social influences on consumer behaviour as culture and groups
 Intrapersonal processes as perception, learning, memory, problem solving
 Intrapersonal factors: attention, emotion, motivation, attitudes, personality,
life styles
 Psychological theories of behaviour
Topics Learning Block 3 (Segmenting and Targeting)
 The role of segmenting and targeting in the marketing process
 Variables and methods of segmenting
 Techniques of targeting
Topics Learning Block 4 (Strategic Frame & Positioning)
 Objectives and decisions of strategic marketing
 Process of strategic marketing
 Overview the state-of-the-art brand management models
 Strategic marketing management and positioning with the integrated brand
management system BrandingStar
 Process of positioning
 Defining customer interfaces and developing interfaces strategies
Topics Learning Block 5 (Product Marketing)
 Concepts of products from the seller’s and the buyer’s point of view
 Attributes of products
 Analysing and developing products
 Dealing with tangible and intangible goods
Topics Learning Block 6 (Pricing)
 Fundamentals of pricing theory
 Price perceptions
 Management Opportunities in pricing
 Pricing methods
Topics Learning Block 7 (Integrated Marketing Communications)
 Process of communication
 Management process of marketing communication
 Psychological, behavioural, and management factors influencing the
economic success of communication
 Impact and techniques of integration of communication
Topics Learning Block 8 (Mass Communications)
 Specifics and objectives of mass communications
 Deciding on media
 Development of advertising messages
 Analysing and developing advertisements
Topics Learning Block 9 (Sales Promotion, Events, PR)
 Objectives of sales promotion, event marketing, and public relations
 Opportunities and limitations of sales promotion, event marketing, and
public relations

Instruments and processes of sales promotion, event marketing, and public
relations
Topics Learning Block 10 (Personal Selling)
 Objectives and strategies of selling
 Management of sales organisations
 Process of personal selling
 Effective behaviour on the single steps of the process of personal selling
Topics Learning Block 11 (Direct Marketing)
 Specifics of direct marketing
 Instruments of direct marketing
 Objectives of direct marketing
 Development of direct marketing advertisements
Topics Learning Block 12 (Managing Brand Portfolios)
 Composite effects of the supply and the demand side
 Structure of brand extensions
 Opportunities and threats of brand extensions
 Brand architectures
Topics Learning Block 13 (B2B-Marketing)
 Behaviour of organisations
 Specifics of B2B-marketing in comparison to B2C-marketing
Topics Learning Block 14 (Integrative View on Marketing with the
Management System BrandingStar)
 Holistic structure of the BrandingStar
 Management process of the BrandingStar
Course Structure
Teaching material
Contact Hours
Guided Self-Study
Self-Study:
 review contact hours material
 solve case studies
 read litriture
 prepare for exams
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lecture notes
practicle examples and case studies
current articles from professional journals
Kotler, P., Keller, K.L. (2009). Marketing Management (13th ed.). Upper
Saddle River, NJ: Pearson.
Module Requirements
as per model syllabus
Efficiency Rating
conducting case studies
Final module exam (120 minutes) at the end of semester
Subsequent Courses
as per model syllabus