Content-wise and methodologically-didactically tailored precisely to the bachelor's degree program. The author starts with the behavioral science foundations of marketing and the basic structure of a marketing concept. He explains marketing goals, strategies, mix, control, and market research. In addition to conveying the teaching material, he provides control questions for targeted exam preparation as well as a complex case study. Students can apply their acquired knowledge to a complex practical case either individually or in group work. The target audience includes students in bachelor's degree programs at vocational academies and (applied) universities.