B425 Price and Promotion Management / Online

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

B425 block form

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:


Prerequisites: ---
Course Type: Lecture (2 weekly lecture hours)

Block Course (Online):
January 16, 2021 (Synchronous teaching - mandatory)
January 23, 2021 (Synchronous teaching - mandatory)
from 9am c.t. - 5pm

A part of the online teaching will be asynchronous, the rest will be taught synchronously on the days indicated.


Limited to 20 participants - Please register in ILIAS. Registration will open on Monday, October 26 on ILIAS - end of registration time: Sunday, November 15, 2020 (23:55pm).

If the number of applications exceeds the number of places available, 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.

Downloads: ---
Method of Assessment: Written exam (60 Minutes), or oral examination, or assignments or presentation or online assessment.
Examination Timetable will be available on the website of the examination office.
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.



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.