Marketing

B420 Marketing-Mix Management

Lecturer:Prof. Dr. Dominik Papies
Course code:B420
Language:English
Recommended for this semester or higher:1
ECTS-credits:9
Course can be taken as part of following programs/modules:See alma
Prerequisites:---
Limited attendance:---
Course type:Lecture
Date:

Tuesdays, 8 a.m. - 10 a.m. c.t., HS 05 (Neue Aula)

First lecture on October 14, 2025

Registration:Registration in alma is not required. Please join the course "Marketing-Mix Management" B420 in ILIAS to download course material.
Method of assessment:Written exam (60 minutes)
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:
  • 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.
Downloads:---
ILIAS:Link