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)

Lecture: Lecture videos will be uploaded on a weekly basis (one live session before exam).
Live Q&A Session tba:
No tutorials are offered.

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.
Examination Timetable will be available on the website of the examination office.

The exam registration period for the first exam will be announced via ILIAS for (B420) Marketing-Mix Management Winter Term 2021/22.
Date for the make-up exam will be announced 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.

1. Product management
2. Pricing
3. Communication management
4. Distribution management
5. Branding
6. Optimization
7. International Marketing


(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.