European Master and Certification Program
in Risk Engineering and Management

Marketing Management

Course code: 181778
Language of instruction: English
Lecturers: Miodrag Ljubicic, Frank H. Witt (Polytechnic of Namibia)
Assessment: Defined in the module

Short description

The course gives the participants an opportunity to acquire knowledge and skills required for implementing effective marketing and sales strategies. A holistic approach will raise the awareness of attendees on the importance of these strategies and their sociological basis. They will empowered to implement marketing activities and to monitor the effect of their actions.


The participants will:

deepen their knowledge about the impact of products, processes and involved people on consumer behavior,

recognize the possibilities to influence consumer behavior:(AIDA) model,

understand the importance of marketing for turnover and growth,

be capable of a sound implementation of marketing activities in practice by practicing on selected scenarios(case exercises)

gain knowledge about the structure and concepts used by the Sales Representatives of modern organizations, and,

have a basis for decisions on the use of the sales force and appropriate, efficiency-enhancing measures.

Target Attendees / Participants

This course prepares current master of engineering students for the practice of their profession in organizations where there is a mutual need and reliance upon their training and skills to satisfy the needs and standards of the organization and of its stakeholders.

Course Content by Units

The course will cover the following topics:

Marketing Management-influencing consumer's behavior

Marketing Strategy and Planning
-Business Growth
-Portfolio Management
-Brand Management and Global Brands
-Product Development

Distribution and Sales Management
-Fundamentals of Distribution Policy
-Fundamentals of Sales Policy
-Planning and control of sales activities

Teaching Methods

This module will be taught through a mix of cases, discussions, lectures, individual assignments, and group projects. 


Harding, G. / Walton, P. (2000): Bluff your way in marketing (Bluffer's Guides), 1. Auflage, Oval Books


Kotabe, M. / Helsen, K. (1998): Global Marketing Management, 1. Auflage, Wiley


Kotler, P. / Keller, K. L. / Bliemel, F. (2007): Marketing-Management: Strategien für wertschaffendes Handeln, 12. aktualisierte Auflage, Pearson Studium


Kotler, P. / Bliemel, F. (2006 - Nachdr.): Marketing-Management: Analyse, Planung und Verwirklichung, 10. überarbeitete und aktualisierte Auflage, Pearson Studium


Kotler, P. / Armstrong, G. / Saunders, J. (2006): Grundlagen des Marketing: Studium Economic BWL, 4 aktualisierte Auflage, Pearson Studium


Lippmann, H. (2005): Markchancen nutzen mit Produktmanagement, 8. aktualisierte und überarbeitete Auflage. RKW


Meffert, H. (2000): Marketing: Grundlagen marktorientierter Unternehmensführung; Konzepte, Instrumente, Praxisbeispiele; mit neuer Fallstudie VW Golf, 9. überarbeitete und erweiterte Auflage, Gabler

Schwerdt, A. J. (2007): Strategisches Marketing, 1. Auflage, Steinbeis Edition

Specht. G./ Fritz, W. (2005): 4. vollständig überarbeitete und erweiterte Auflage, Kohlhammer

For more information about the European Master and Certification Program in Risk Engineering and Management in general, go the Homepage.
For more information about the European Master Program in Risk Engineering and Management in general, go the Master Study page.
To see more courses in the curriculum, go to The curriculum page, or by date and topic go to the Calendar of Courses page.
Contact: via email or phone +49 711 1839 781 or +49 711 1839 647
(Course profile ID: B5-1:, generated on September 24, 2021)