IB - Marketing Management (B.A.)

Vorlesungssprache Englisch Studienstart Sommer + Winter Dauer 6 Semester
ECTS 180 Studienform Vollzeit Abschluss Bachelor
Auslandssemester integriert Praktikum integriert Campus Köln | Mainz
Gebühren (Köln) 885 €* Gebühren (Mainz) 825 €* Finanzierung Mehr dazu >>
*Die angezeigten Preise verstehen sich als monatliche Gebühr. Informationen zu den Studiengebühren für Nicht-EU-Studierende finden Sie auf der allgemeinen Informationsseite zu den Studiengebühren. Stand: Januar 2020.

Studienverlaufsplan

Business Operations
3 ECTS

  • Introduction: Basic business, economic, and market principles and key terms
  • External Business Environment
  • Global Markets
  • Competitive Environment
  • Internal Environment
  • Management, Leadership & Motivation
  • Business Function: HR
  • Business Function: Operations
  • Business Function: Marketing
  • Business Function: Finance and Accounting
  • Entrepreneurship
  • Business Ethics and CSR
  • Emerging Business Trends

Business Law
3 ECTS

  • Survey on different legal systems and the harmonizing effect of EU Law
  • Concluding a contract
  • Different types of contracts and their typical features
  • Performance and obligations
  • Solving problems (e.g. failure to perform, liabilities)
  • Safeguarding creditors’ rights
  • Forms of business organizations

Mathematics
3 ECTS

  • Introduction to functions, graphs and interpretations
  • Understanding Derivatives
  • Applications of Derivatives
  • Understanding Differential Equations
  • Applications of Differential Equations
  • Understanding Logarithms
  • Applications of Logarithms

Statistics
3 ECTS

  • Introducing data and statistics
  • Descriptive statistics and exploratory data analysis
  • Introduction to probability theory
  • Discrete and continuous probability distributions
  • Sampling and sampling distributions
  • Interval estimations
  • Hypothesis development and testing
  • Simple linear regressions

Financial Accounting
3 ECTS

  • The purpose of accounting
  • Formal rules and assumptions, national law, IFRS, US-GAAP
  • The system of financial statements and accounts
  • Accounting for services and merchandising
  • Inventory valuation
  • Receivables
  • Plant, natural and intangible assets
  • Liabilities
  • Owner’s equity of corporations
  • Value-added tax
  • Accrual accounting
  • Basic ratio analysis

Applied Financial Accounting
3 ECTS

  • The purpose of accounting
  • Formal rules and assumptions, national law, IFRS, US-GAAP
  • The system of financial statements and accounts
  • Accounting for services and merchandising
  • Inventory valuation
  • Receivables
  • Plant, natural and intangible assets
  • Liabilities
  • Owner’s equity of corporations
  • Value-added tax
  • Accrual accounting
  • Basic ratio analysis

Marketing
3 ECTS

  • Marketing Definition and Process
  • Marketing in Context of Corporate Strategies
  • Internal Analysis and Marketing Environment (Micro)
  • Marketing Environment (Macro)
  • Consumer Buying Behaviour
  • Market Segmentation
  • Strategic Brand Management
  • Marketing Instruments (Product, Price Place, Promotion)
  • Marketing and Sustainability

Human Resource Management
3 ECTS

  • Recruitment and Attraction
  • HR Planning, Controlling & Instruments
  • Training and Employee Development
  • Motivation and Leadership
  • Compensation and Benefits
  • Performance Appraisal and Management
  • Certificate of employment
  • HR Ethics
  • Trends in HRM

Foreign Language
2 ECTS

The focus of the module is on introducing language for both business and academic study purposes. The aim of the courses are to build competencies in a second foreign language (e.g. Spanish, French, Chinese) either in continuation of their prior knowledge or at a beginners’ level. Next to the second foreign language the moduls 19 and 20 (first and second semester) contain a Business English course.

Business English
2 ECTS

The aim of this course is to solidify the students’ existing language competencies, as independent users of English, and to enable them to apply this to their studies, focusing on educational and business domains. Since English is the medium of instruction in their respective study programmes, students are expected to reach a proficient user level in English within the first year.

Personal Skills
2 ECTS

Soft skills courses help students to develop interpersonal skills. These courses aim to enable the students to develop and/or strengthen relevant skills that are of particular interest to them or that are seen as a prerequisite for employee selection in particular work sectors. Courses are offered in the fields of

  • Scientific Working and Study Skills
  • Rhetoric and Presentation Skills
  • Business and Society

Microeconomics
3 ECTS

  • Introduction into microeconomic models
  • Consumer theory
  • The theory of the firm
  • Competitive markets
  • Market failure:
  • Market power and monopoly
  • Oligopoly and monopolistic competition
  • Externalities
  • Asymmetric information
  • Introduction to game theory

Applied Microeconomics
3 ECTS

  • Introduction into microeconomic models
  • Consumer theory
  • The theory of the firm
  • Competitive markets
  • Market failure:
  • Market power and monopoly
  • Oligopoly and monopolistic competition
  • Externalities
  • Asymmetric information
  • Introduction to game theory

Supply Management
3 ECTS

  • Industrial Buying Behaviour
  • New perception of supply management
  • The procurement marketing process
  • Situation Analysis: Defining critical supply problems, potentials, targets and strategies
  • Need Analysis: Defining the demand
  • Evaluating and Selecting Supply Markets
  • Supplier Evaluation: Find the ‘right supplier’
  • Supplier Relationship Management: Importance of supplier collaborations
  • Supplier Negotiation Process: Strategies and tools
  • Green procurement: Describing a sustainable procurement model
  • Creating a basis for sustainable procurement and integrating sustainable measures into procurement processes
  • Sustainable supplier management: Key theories and practices

Strategic Management
3 ECTS

  • Introduction to Strategy and Strategic Management
  • External Analysis: understanding opportunities and threats the environment offers
  • Internal Analysis: uncovering strengths and weaknesses of the organization
  • Generic business-level strategies for competitive advantage
  • Basic Corporate-level strategic choices for long-term profitability
  • Diversification strategy
  • Internationalization
  • Mergers and acquisitions
  • Strategic entrepreneurship
  • Strategic leadership
  • Social Responsibility and Ethics of Strategic Management
  • Basics of Corporate Governance

Market Research
3 ECTS

  • Introduction to Market Research
  • Defining the marketing research problem and developing an approach
  • Research design
  • Secondary Data
  • Qualitative research
  • Quantitative research
  • Scaling and sampling
  • Fieldwork and Data preparation
  • Basic data analysis (how to use it)
  • Report preparation and presentation

Cost Accounting
3 ECTS

  • Rationales of cost accounting
  • Simplistic methods of overhead allocation
  • Job costing
  • Process costing
  • Activity-based costing
  • Overcapacity costing
  • Joint product costing
  • Overhead analysis sheet
  • Concepts of relevant cost and revenue
  • Budgeting

Introduction To Finance
6 ECTS

  • Finance: Goals, Functions and Environment
  • Financial analysis and Financial Forecasting
  • Managing Working Capital
  • Sources of Short-Term Financing
  • Capital Markets and Investment Banking
  • External financing resources: Debt capital
  • External financing resources: Equity capital
  • Capital Budgeting: The Time Value of Money
  • Capital structure and the Cost of Capital

Business English
2 ECTS

The aim of this course is to solidify the students’ existing language competencies, as independent users of English, and to enable them to apply this to their studies, focusing on educational and business domains. Since English is the medium of instruction in their respective study programmes, students are expected to reach a proficient user level in English within the first year.

Foreign Language
2 ECTS

The focus of the module is on introducing language for both business and academic study purposes. The aim of the courses are to build competencies in a second foreign language (e.g. Spanish, French, Chinese) either in continuation of their prior knowledge or at a beginners’ level. Next to the second foreign language the moduls 19 and 20 (first and second semester) contain a Business English course.

Personal Skills
2 ECTS

Soft skills courses help students to develop interpersonal skills. These courses aim to enable the students to develop and/or strengthen relevant skills that are of particular interest to them or that are seen as a prerequisite for employee selection in particular work sectors. Courses are offered in the fields of

  • Scientific Working and Study Skills
  • Rhetoric and Presentation Skills
  • Business and Society

Macroeconomics
3 ECTS

  • Indicators: Gross Domestic Product and its major components, Inflation
  • Labour Markets and unemployment
  • The classical AS-AD model
  • Keynes’ IS-LM Model
  • The basic RBC model
  • Monetary Policy
  • Fiscal Policy

Applied Macroeconomics
3 ECTS

  • Indicators: Gross Domestic Product and its major components, Inflation
  • Labour Markets and unemployment
  • The classical AS-AD model
  • Keynes’ IS-LM Model
  • The basic RBC model
  • Monetary Policy
  • Fiscal Policy

International Management
3 ECTS

  • Determinants & dimensions of culture in business
  • Culture & styles of management
  • Culture & corporate structures
  • Culture & leadership
  • Culture & corporate strategy
  • Cultural change in organisations
  • Culture and international marketing management
  • Cultural diversity in organisations
  • Business communication across culture & barriers to intercultural communication
  • Working with international teams
  • Conflicts & cultural differences
  • Developing intercultural communicative competence

Digital Management
3 ECTS

  • Global competition and the transnational corporation in the global economy
  • Emerging markets
  • Institutions governing competition
  • Formal and informal institutions
  • Organizational designs for multinational companies
  • Location-based aspects: Competitive advantages of countries
  • Organization, local adaptation and the need for standardization
  • New approaches in International Management (Born Global, QRC, …)
  • Networks and innovation
  • Managing people in multinational enterprises