European Master and Certification Program
in Risk Engineering and Management

Principles of Marketing

Course code: 128020
Language of instruction: English
Lecturers: Miodrag Ljubicic, Frank H. Witt (Polytechnic of Namibia)
Assessment: Defined in the module

Short description

The course will provide an overview of classical tools used in defining marketing strategy in a fast changing world. The participants will acquire methodology for practical use of the marketing mix. Also, it will help participants to better understand the purchasing process and customer decision-making process, which are presented though a number of case studies.


The participants will:

- get an overview of all classic tools used in marketing,

- investigate the most famous theories and models and undergo a critical assessment,

discuss the role of marketing in various sectors,

- get impulses for practical use of the "marketing mix",

- understand the basics of purchasing behavior and its influencing factors, and

- deepen their knowledge about marketing activities in practice through case studies.

Target Attendees / Participants

Students of Steinbeis Master of Business Administration

Course Content by Units

Marketing Basics:

- Marketing-overview

- Historical development of marketing

- Frameworks of marketing

- Aspects of global marketing

- Management of marketing mix

- The 4Ps - Product, Price, Place, Promotion

- Alternatives to classical instruments

- The product lifecycle

Marketing Management:

- Marketing in various sectors

- Principles of purchasing behavior

Teaching Methods

Classic lecturing

Free, interactive class discussion

Small group work


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

Kerin, R. / Hartley, S. / Rudelius, W.  (2014): Marketing, 12th Edition, McGraw-Hill Education.

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

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

Kotler. P. / Bliemel, F. (2006 - Nachdr.): Marketing-Management: Analyse, Planung und Verwirklichung, 10. uberarbeitete 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 uberarbeitete Auflage, RKW.

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

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

Terpstra, V. / Foley, J. (2012): International Marketing, 10th Edition, Naper Publishing Group.

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: F5-1:, generated on September 25, 2021)