B420 Marketing-Mix Management

Lecturer:	Prof. Dr. Dominik Papies
Course description:	B420
Language:	English
Recommended for this semester or higher:	1
ECTS-Credits:	9
Course can be taken as part of following programs/modules:	For more information please refer to alma.
Prerequisite for:	---
Prerequisites:	---
Course Type:	Lecture & Tutorial
Date:	Lecture: on Tuesdays from 8 a.m. c.t. - 10 a.m. - (Beginning October 15, 2024) - Hörsaal 05 (Neue Aula)
Registration:	Please join the course "Marketing-Mix Management" B420 in ILIAS to download course material. Registration in alma is not required.
Downloads:	ILIAS (link will be published in October)
Method of Assessment:	Written exam, or oral examination, or assignments or presentation or online assessment. Examination Timetable will be available on the website of the Examination Office.
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:	(Selection): 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.