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), Practice Course (1 weekly lecture hours)
Date:	Lecture: on Thursdays from 10 a.m. c.t. - 2 p.m. - Neue Aula HS 5 (Beginning October 18, 2018) No lecture on December, 6 - alternative date: Friday, November 23 from 10 a.m. c.t. - 2 p.m. room Unikasse HS 11 Tutorials: on Tuesdays from 2 p.m. c.t. - 4 p.m. - Neue Aula HS5 (Beginning October 30, 2018)
Registration:	Practice course presentation required for admission. Registration for presentation takes place in the first lecture. 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 (60 Minutes), Assignment Written Exam: Regular date: December 13, 2018 from 4.30 - 5.30 p.m. s.t. HS 25 Additional date:
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.