The course is composed of the sub-areas:

1. Marketing:

Marketing aims at the optimal design of situations that arise in the context of economic activity in the satisfaction of needs and desires (e.g. marketing of company services, soliciting understanding of group interests, distribution of public funds, implementation of economic policy goals).

Topics dealt with in detail:

• Market research (e.g. product positioning, market segmentation)
• behavioural research (e.g. influence of socio-cultural and physical environmental aspects)
• Marketing policy instruments (e.g. product, price, communication and distribution policy),
• Special features of international marketing activities (e.g. advantages and risks in international exchange relations),
• Entrepreneurship and intrapreneurship (e.g. marketing of innovations by company founders vs. established companies)

2. Production Economy:

This subfield provides an initial introduction to all operational tasks related to the production of tangible and intangible goods. In addition to the manufacturing industry (basic and capital goods, capital goods and consumer goods, food and beverages, i.e. production industry in the broadest sense), the energy industry, construction and real estate industry and labour sciences are also considered.

Topics dealt with in detail:

• Introduction to the subfield (system theoretical classification, general tasks, cross-sectional topics)
• Industrial production (location planning, transport planning, procurement, plant management, production management)
• Electricity industry (energy demand and supply, energy system planning, technological foresight, cost structures)
• Construction and real estate industry

3. Information Systems:

Information represents a competitive factor in today's economy, which requires an interdisciplinary view of the research fields of economics, information technology and law. In this subfield, selected fundamentals of Business Information Systems and their role in today's competition are presented.
Examples from practice motivate and complement the topics.

Treated topics in detail:

• Trends in Information Systems
• Definition of terms data, information, knowledge
• Information in companies: Production and competitive factor
• Information processing: from agent to corporate network
• Company networks
• Service Value Networks
• market engineering
• social networks and services

1. Marketing:

Marketing is an organizational function to handle situations, activities, and processes for creating, communicating, and delivering value to customers in a best way. (Customer) relationship management comprises collecting, aggregating, and analyzing information (e.g., developements in the society, changing conditions of markets, alterations w.r.t. buying behavior) to benefit different target groups.

Main topics will deal with market research and optimized application of marketing mix instruments with emphasis on 'marketing and the web','innovation management', and 'international marketing'.

2. Production economics

In the part of production economics the student will learn basics in the field of production theory, procurement and resource aquisitions, production and operations management and industrial engineering.

Aspects of electrical engineering industry, technological foresights, construction industry andreal estate markets will be treated.

3. Information systems

In today's economy, information is a competetive factor that calls for an interdisciplinary investigation from economics and business administration, informatics and law. In this part of the lecture, selected topics from information engineering and management and their impact in market competition are presented

Topics include: Information in a company, Information processing: From an agent to business networks, social networks, service value networks, market engineering

Further literature references are announced in the materials to the lecture.

The course is made up of the following topics:

Marketing

• Foundations of marketing
• Strategic marketing
• Cosumer behaviour
• Product
• Price
• Promotion
• Sales
• Marketing Metrics

Production economics

In the part of production economics the student will learn basics in the field of production theory, procurement and resource aquisitions, production and operations management and industrial engineering.

Aspects of energy economics, technological foresights, construction industry and real estate markets will be treated.

None.

Key qualifications can be shown in an active participation through presentations of solutions and discussions in the tutorials which accompany the course.

Each part of the course is taught by instructors specialised in the field of that part.

The total workload for this course is approximately 120 hours. For further information see German version.

Students

• are able to analyse and implement the marketing strategy and marketing measures (marketing mix: 4 Ps),
• can analyse, implement and manage procurement and production processes,
• are able to plan projects, and
• have skills about selected issues in energy economics.

The assessment consists of a written exam (90 minutes) according to Section 4(2), 1 of the examination regulation.