Marketing

Marketing-Mix Management (B420)

Lecturer:Prof. Dr. Dominik Papies
Course description:

B420

Language:English
Recommended for this semester or higher:1
ECTS-Credits:6 (9)*
Course can be taken as part of following programs/modules:Economics and Finance
European Management
General Management
International Business
International Economics
Quantitative Economics
Prerequisite for:

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Prerequisites:---
Course Type:Lecture (3 weekly lecture hours), Practice Course (1 weekly lecture hours)
Date:

Lecture: on Wednesdays from 2 pm - 6 pm - HS 36 Neuphilologie Brechtbau (Beginning 16th October)
Attention: Additional date 25th October 2013 from 2 pm - 8 pm (room E03, Mohlstr. 36)
Attention, new date: Tutorials: on Tuesdays from 2 pm - 4 pm - HS 4329 Alte Frauenklinik (Beginning 22nd October)

Registration:---
Downloads: Ilias
Method of Assessment:Written Exam (60 Minutes), Assignment
Written Exam:
Regular date: 11th December 2013 (4 - 5 pm HS 25 Kupferbau)
Additional date: Tuesday, 25th March 2014, 9 am - 10 am (E03, Mohlstr. 36)
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.
Classification:

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.

*Students obtain 6 ECTS for enrollment in lecture and practice course and for passing the final exam. Students can earn additional 3 ECTS by working on case studies and presenting these in the practice course.