B420 Marketing-Mix Management
Lecturer: | Prof. Dr. Dominik Papies |
Course description: | B420, block form 1st half of semester |
Language: | English |
Recommended for this semester or higher: | 1 |
ECTS-Credits: | 9 |
Course can be taken as part of following programs/modules: | Economics and Finance European Management General Management International Business International Economics Management & Economics |
Prerequisite for: | --- |
Prerequisites: | --- |
Course Type: | Lecture (3 weekly lecture hours),Tutorial (1 weekly lecture hours) |
Date: | Lecture: Lecture videos will be uploaded on a weekly basis (one live session before exam). |
Registration: | Please join the course "Marketing-Mix Management" B420 in Ilias in order for us to plan the course appropriately. |
Downloads: | Ilias |
Method of Assessment: | Written exam, or oral examination, or assignments or presentation or online assessment. The exam registration period for the first exam will be announced via ILIAS for (B420) Marketing-Mix Management Winter Term 2021/22. |
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 |
Literature: | (Selection): Homburg, C., Kuester, S. & Krohmer, H. (2009), Marketing Management: A Contemporary Perspective, Mcgraw-Hill Higher Education. |