Marketing

B420ex Marketing-Mix Management for Exchange Students

Lecturer:Prof. Dr. Dominik Papies
Course code:B420Ex
Language:English
Recommended for this semester or higher:1
ECTS-credits:6
Course can be taken as part of following programs/modules:See alma
Prerequisites:---
Limited attendance:---
Course type:Lecture
Date:

Tuesdays, 8 a.m. - 10 a.m. c.t., HS 05 (Neue Aula)

First lecture on October 14, 2025

Registration:

Registration in alma is not required.
The course B420 Marketing-Mix Management Winter Term 2025/26 has been opened for incoming exchange students on Bachelor level (B420Ex). Please join the course "Marketing-Mix Management" B420 in ILIAS to download the course material (in October). 

Incoming and exchange students at the B.Sc. level must enroll in the 6 ECTS version and take the exam in January (exam date tba).

Incoming and exchange students at the M.Sc. level can choose from 9 ECTS or 6 ECTS. Please note: If you enroll for 9 ECTS version (B420) you must take the exam at the beginning of February 2026 (or 2nd date late March / April).

Method of assessment:Written exam (60 minutes)
Content:The focus of this class is on elaborating key concepts of marketing and its implementation in the marketing mix. In addition, the interaction between the elements of the marketing mix will be analyzed. Further, the class will cover aspects of the international implementation of the marketing mix.
Objectives:
  1. Product management
  2. Pricing
  3. Communication management
  4. Distribution management
  5. Branding
  6. Optimization
  7. International Marketing
Literature:
  • Homburg, C., Kuester, S. & Krohmer, H. (2009), Marketing Management: A Contemporary Perspective, Mcgraw-Hill Higher Education.
  • Bijmolt, T.H.A., Van Heerde, H.J. & Pieters, R.G.M. (2005), New Empirical Generalizations on the Determinants of Price Elasticity, Journal of Marketing Research (JMR), 42(2), pp. 141-56.
  • Henard, D.H. & Szymanski, D.M. (2001), Why Some New Products Are More Successful Than Others, Journal of Marketing Research, 38 (August), pp. 362-75.
  • Further compulsory reading will be announced in the lecture.
Downloads:---
ILIAS:Link