Marketing

B425 Price and Promotion Management

Lecturer: Jun.-Prof. Dr. Wiebke Keller
Course description:

B425 block form 2nd half of semester

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

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Prerequisites: Limited to 28 participants - Please register in ILIAS. Registration will open on Monday, September 10, 2018 at 9 a.m. s.t. on ILIAS - end of registration time: Monday, October 15, 2018 (8 p.m. s.t.).

If the number of applications exceeds the number of places available (due to limited seats available in the PC Lab), we unfortunately will not be able to accept all of the applicants. In this case, a random selection will be made from all the applications received. In case of participation, you receive a confirmation email.

Regular attendance is mandatory for students in all courses in order to take the exam.
Course Type: Lecture (2 weekly lecture hours)
Date:

Lecture: on Thursdays from 10 a.m. c.t. - 2 p.m. - PC Lab (ground floor) - Nauklerstr. 47.
(Beginning December 20, 2018)

Registration:

If the number of applications exceeds the number of places available (due to limited seats available in the PC Lab), we unfortunately will not be able to accept all of the applicants. In this case, a random selection will be made from all the applications received. In case of participation, you receive a confirmation email.

Downloads: ---
Method of Assessment:

Written Exam (60 minutes)
Regular date:
Additional date:

Content: This course provides an overview of tactical and strategic price management as well as promotional actions. The students will learn to identify appropriate price and promotional strategies given specific circumstances.
Classification:

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Literature:

van Heerde, H.J., Leeflang, P.S.H. & Wittink, D.R., How Promotions Work: SCAN*PRO-Based Evolutionary Model Building, Schmalenbach Business Review, Vol. 54 (2002), pp. 198-220.
Hanssens, D.M., Parsons, L.J. & Schultz, R.L., Market Response Models, 2nd ed., Boston 2001.