In this course, students explore various marketing theories that are particularly relevant to entrepreneurial and small business contexts. To reinforce and apply the theoretical knowledge gained, the course increasingly incorporates case studies. Additionally, students are required to develop a marketing plan for a Start-Up idea, integrating the concepts covered in the lectures. They will also provide a written analysis comparing the strengths and weaknesses of their Start-Up idea with the case studies discussed in class.
- Dozent/in: Philipp Köhn