|Lecturer:||Prof. Dr. Dominik Papies|
|Course description:|| |
B420, block form 1st half of semester
|Recommended for this semester or higher:||1|
|Course can be taken as part of following programs/modules:||Economics and Finance |
Management & Economics
|Prerequisite for:|| |
|Course Type:||Lecture (3 weekly lecture hours), Practice Course (1 weekly lecture hours)|
Lecture: Lecture videos will be uploaded on a weekly basis. In addition, sporadic live Q&A sessions will be held via Zoom (dates/time below).
|Registration:||Tutorial presentation required for exam admission. Registration for presentation takes place in the kick off lecture (online attendance mandatory). Please join the course "Marketing-Mix Management" B420 in Ilias in order for us to plan the course appropriately.|
|Method of Assessment:|| |
Written exam, or oral examination, or assignments or presentation or online assessment.
Successful submission of (digital) tutorial presentation required for exam admission. Registration for presentation and further details on the format will be announced in the kick off lecture.
Preannouncement: Online Assessment:
|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
(Selection): Homburg, C., Kuester, S. & Krohmer, H. (2009), Marketing Management: A Contemporary Perspective, Mcgraw-Hill Higher Education.