Study Guide

Objective

Students can use the basic concepts of customer-centric marketing and assess the conditions for profitable business of an organisation from a marketing perspective. In addition, the student will be able to identify the marketing activities of the organisation and create future opportunities.

Content

- Basic marketing concepts
- Marketing environments
- Evolution of marketing thinking
- Marketing planning
- Competitive range of marketing tools
- Customer behaviour and segmentation
- Basics of sales and customer relationship thinking

Evaluation scale

0 - 5

Assessment criteria, excellent (5)

The students know the fundamental concepts of marketing very well and can apply them in a variety of ways in practical situations. They know and understand marketing competition methods to an excellent degree and can apply them independently and in a customer-oriented manner to market a company

Assessment criteria, good (3)

The students know the fundamental concepts of marketing and can apply them in practical situations. They are able to identify marketing competition methods and can apply them in a customer-oriented manner to market a company.

Assessment criteria, satisfactory (1)

The students know the fundamental concepts of marketing. They are able to perceive the core points of marketing competition methods and recognise the basics of customer-oriented marketing.