International Summer School for Advanced Study

Principles of Marketing

in cooperation with the University of North Carolina Wilmington – UNCW / USA

  • UNCW LogoIntensive course: 60 hours / one field trip included
  • Course language: English
  • Number of participants: circa 20

Course date / schedule

8 July - 2 August 2018 / afternoon session

Registration deadline

Deadline of registration: 17th of April 2018

Course language


Language level

B2-C2 / Intermediate and advanced level


4 credit hours - US / 8 credit points-ECTS*
* Please note: These credits can be transferred to your home university/institution. It is recommended to verify with your home university/institution that the grades you earn in Bremen can be applied to your curriculum or course of study.

Syllabus and Faculty

Principles of Marketing

Lectures, excursion and assessments 60 hours
Group work, individual preparation and reading 50 hours
Total duration 110 hours

This is an introduction to the concepts, activities, and decisions that relate to the marketing function in domestic and international settings. Focus is on development and implementation of marketing strategies through the use of the marketing mix variables of product, price, distribution, and promotion.

Course Objectives

  1. Learn and apply marketing terms and vocabulary.
  2. Learn and explain the role of marketing in an organization, the philosophy of the marketing concept, the marketing mix, and how ethical and environmental factors affect marketing decisions.
  3. Learn and explain how marketers use consumer behavior theories and marketing research to analyze consumer and business market opportunities.
  4. Define and explain market segmentation, target marketing, positioning, and competitive strategies for domestic and global markets.
  5. Describe and explain distribution strategies, including retailing and wholesaling functions, and logistics/physical distribution management practices and strategy.
  6. Describe and explain contemporary promotion strategy and practice, including communication, advertising, personal selling, sales management, and sales promotion.
  7. Examine basic price theory. Be familiar with the dimensions on which prices are based and how marketers develop and apply pricing strategies and tactics. Understand how a final, specific price is determined.

The course format will be a mixture of lectures, assignments and class discussion. No prior coursework is required.


Module 1
Principles of Marketing

Module 2
Cross-cultural Management and Communication / German Language

Module 3
Plant tour

Timetable PDF Download application/pdf
Teaching method Lectures, workshops, project work
Assessment Continuous assessment and final test
Syllabus update/created September 2017: PDF Download application/pdf
Faculty Professor Dr. Donald Barnes
Associate Professor of Marketing
Marketing Department
Cameron School of Business
University of North Carolina Wilmington / USA
Lecturers for Cross-cultural Management and German Language / Hochschule Bremen


Certificate / transcript of records

At the end of the course a certificate of attendance and transcript of records will be issued to each participant.
Successful participants can earn 4 credit hours - US / 8 credit points-ECTS.

Course participants

The program is open to undergraduate and graduate students.
Students of economics, business studies, management studies and interested persons. Minimum age 18 years.


For information concerning the accommodation please see "room and board".

Tram and bus ticket

As a participant in the International Summer School on arrival you will receive a ticket for public transport (tram + bus) for the duration of the course. With this ticket you can use all trams and buses within the city of Bremen. For travels on the night trams/buses on the weekend a surcharge of EURO 1 per ride is due.

Additional Information

  • Internet access / wifi within the university /HSB is available to every participant.
  • During the entire stay tutors of the Hochschule Bremen will be available and will take care of participants’ needs.

Supporting Program

An attractive and colourful supporting program provides participants with ample opportunities to discover Bremen, Germany and Europe (in part subject to charge).

  • guided city tour
  • welcome and farewell parties
  • leisure activities
  • excursions and trips

For more information please see "supporting program".


For the duration of your stay in Germany we recommend taking out a health and accident insurance policy as well as a third party insurance. The Hochschule Bremen will not be liable for any costs arising in the case of either sickness or injury.
Summer school fees do not include any insurance coverage.


Course fee*

Principles of Marketing
8 July - 2 August EURO 900 Registration

* The course fee includes:

  • information packet with city guide
  • Seminars and lectures
  • Teaching material
  • Program related excursion
  • Ticket for public transport in Bremen (bus+tram)

* The course fee excludes:

  • Travel expenses
  • Accommodation in Bremen
  • Health and liability insurance
  • Board and personal spendings
  • Participation in optional activities

The program may be subject to change.