Module EC4510-KP06, EC4510
Entrepreneurial and High-Tech-Marketing (EntMark)
Duration
1 Semester
Turnus of offer
each summer semester
Credit points
6
Course of studies, specific fields and terms:
- Master Entrepreneurship in Digital Technologies 2020, compulsory, entrepreneurship
- Master Interdisciplinary Courses, optional subject, Interdisciplinary modules
- Master Entrepreneurship in Digital Technologies 2014, compulsory, entrepreneurship
Classes and lectures:
- Entrepreneurial and High-Tech-Marketing (lecture, 2 SWS)
- Entrepreneurial and High-Tech-Marketing (exercise, 2 SWS)
Workload:
- 100 hours private studies
- 60 hours in-classroom work
- 20 hours exam preparation
Contents of teaching:
- The first purpose of this lecture is to explain the essential differences between classical and entrepreneurial marketing.
- In addition, the characteristics of innovation marketing and in particular the marketing of high-tech and innovative products will be discussed. Building on this, special features and design possibilities in the field of entrepreneurial marketing will be further explained and deepened.
Qualification-goals/Competencies:
- Students have comprehensive and detailed knowledge on the latest state of knowledge in the field of entrepreneurial marketing.
- Students are able to develop and apply marketing strategies for innovative and creative (product) ideas.
- The competences and skills acquired in this subject can thus be applied in the future to tasks in new and unfamiliar situations using innovative marketing concepts and strategies.
Grading through:
- written exam
Responsible for this module:
Teacher:
- Institute for Entrepreneurship and Business Development
- Prof. Dr. Marc Opresnik
Literature:
- J. Freiling, T. Kollmann : Entrepreneurial Marketing Wiesbaden, 2008
- Hollensen / Opresnik : Grundlagen und Praxis. Ein managementorientierter Ansatz Lübeck, 2020
- Kotler / Armstrong / Opresnik : Marketing: An Introduction 14. Aufl., Harlow, 2019
- Kotler / Keller / Opresnik : Marketing-Management: Strategien für wertschaffendes Handeln 15. Aufl., München, 2017
- J. Mohr, Sengupta, S., Slater, S. : Marketing of High-Technology Products and Innovations 2013
- Opresnik : Die Macht der Kommunikativen Intelligenz nutzen. Einfach intelligent erklärte Strategien und Taktiken für erfolgreiche Verhandlungsführung 1. Aufl., Lübeck, 2020
Language:
- offered only in German
Notes:
Prerequisites for attending the module:- none
Prerequisites for participation in module exam(s):
- none
Module exam(s):
- EC4510-L1: Entrepreneurial- and High-Tech-Marketing, written exam, 120 min, 100 % of module grade
Students for whom this course is a compulsory module have priority.
Registration takes place at the beginning of the semester via Moodle. Further questions related to registration and exam will be clarified during the first lectures.
Please note the different lecture periods of the universities.
Last Updated:
02.04.2024