Marketing
Position in the Curriculum Module
Type Lecture
Term Winter term
Language English
Credit Points 2 ECTS
Target group Students of International Master Programs
StudIP Link
Contact person Christopher Kelch / Emil Herrling

General description and course goals

Most people think about ‘advertising’ or selling’ when they hear the term ‘marketing’. But it is much more! The American Marketing Association (2007) defines Marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”. The purpose of this lecture is to understand the basics of marketing management. Students will address critical decision issues related to marketing planning at a strategic level, market oriented development, pricing, communication and distribution.

Contents

Students will gain an introduction and good overview of the following topics.

  1. Basics of Marketing
    • The philosophy and fundamental aims of marketing. Contrasting different marketing fields (e.g. business-to-consumer versus business-to-business marketing). The process of marketing planning, implementation and controlling.
  2. Strategic Marketing Planning
    • How to find profit opportunities? How to develop cooperation, internationalization, timing, differentiation and cost leadership strategies?
  3. Market-Oriented desgin of Products and Services
    • How can companies get valuable customer input on product design and development? What is a service? How can companies design innovative services supporting the products?
  4. Pricing
    • What are the underlying determinants of pricing decision? Which pricing strategies should companies choose over the life cycle of products? What are special forms of pricing on business-to-business markets (e.g. competitive bidding, auctions)?
  5. Marketing Communication
    • What is the role of communication and advertising in business-to-business markets? Why advertise? How can companies manage communication over advertisement, exhibitions and public relations?
  6. Sales and Distribution
    • How to find profit opportunities? How to develop cooperation, internationalization, timing, differentiation and cost leadership strategies?

Selected Literature

  • Homburg, C., Kuester, S., Krohmer, H. (2009): Marketing Management. McGraw-Hill Education, Berkshire.
  • Bingham, F. G., Gomes, R., Knowles, P. A. (2005): Business Marketing. Third Edition, McGraw-Hill Higher Education, Berkshire.
  • Besanke, D., Dranove, D., Shanley, M., Schaefer, S. (2007): Economics of strategy. Third edition, Wiley, Weinheim.
  • Hutt, M. D., Speh, T. W. (2010): Business Marketing Management. 10th Edition, Cengage Learning Emea, Andover.