B420 Marketing-Mix Management

Lecturer:	Prof. Dr. Dominik Papies
Course description:	B420
Language:	English
Recommended for this semester or higher:	1
ECTS-Credits:	9
Course can be taken as part of following programs/modules:	Data Science in Business and Economics Economics and Finance European Management General Management International Business International Economics Management & Economics
Prerequisite for:	---
Prerequisites:	---
Course Type:	Lecture (3 weekly lecture hours), Tutorial (1 weekly lecture hours)
Date:	Lecture: on Thursdays from 12 p.m. c.t. - 2 p.m. - (Beginning October 20, 2022) - Hörsaal 05 (Neue Aula) Tutorials: Thursday, October 20, 2022 from 4 p.m. c.t. - 6 p.m - Kick-Off Session, room102 Lothar-Meyer-Bau Binding registration for participation until Thursday, October 27, 2022 - 2 p.m. s.t. (registration via ILIAS, details in the Kick-Off Session) Random assignment of subjects and groups until Friday, October 27, 2022, 2 p.m. s.t. Details will be communicated in the Kick-Off Session Thursday, November 24, 2022 from 4 c.t. - 6 p.m.: Paper presentations (Session 1) Thursday, December 1, 2022 from 4 c.t. - 6 p.m.: Paper presentations (Session 2) Thursday, December 8, 2022 from 4 c.t. - 6 p.m.: Paper presentations (Session 3) Thursday, December 15, 2022 from 4 c.t. - 6 p.m.: Paper presentations (Session 4) Thursday, January 12, 2023 from 4 c.t. - 6 p.m.: Paper presentations (Session 5) Thursday, January 19, 2023 from 4 c.t. - 6 p.m.: Paper presentations (Session 6) Room102 Lothar-Meyer-Bau
Registration:	Please join the course "Marketing-Mix Management" B420 in ILIAS in order for us to plan the course appropriately. Registration in Alma is not possible.
Downloads:	ILIAS
Method of Assessment:	Written exam, or oral examination, or assignments or presentation or online assessment. Examination Timetable will be available on the website of the Examination Office.
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.
Objectives:	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.