For Business Minors

General Information

Lecturer Prof. Dr. Dr. h.c. mult. Christian Homburg and Prof. Dr. Sabine Kuester
Course Format Compulsory Lecture, Exercises, and Tutorials
Credit Points 6 ECTS
Hours per Week 5 hours
Language German
Grading Written Exam
Exam Date 18.12.2023 (90 Minutes)
Guzi Huang, M.Sc.

Guzi Huang, M.Sc.

Contact person Marketing for Business Minors

For further information please send an e-mail to MarketingNebenfach

Eric Klebeck, M.A.

Eric Klebeck, M.A.

Contact person Marketing for Business Minors

For further information please send an e-mail to MarketingNebenfach

Course Structure

  • Lecture

    Lecturer Dr. Aline Lanzrath
    Prof. Dr. Sabine Kuester
    Prof. Dr. Florian Stahl
    Prof. Dr. Florian Kraus
    First Session Monday, 04.09.2023
    Schedule Mondays, 8:30 – 10:00 in room A3, 001 or
    Mondays, 10:15 – 11:45 in room SO108
    Lecture type Live and on-campus (not recorded)
    Note Please note that the two lectures on 16.10. are cancelled. Instead, a video will be uploaded on ILIAS for self-learning.
  • Exercises

    Lecturer Eric Klebeck (Exercise 1–6)
    Guzi Huang (Exercise 7–12)
    First Session 04.09.2023 & 06.09.2023
    Format Live and on-campus (not recorded)

    Please register yourself for one of the offered exercises on Portal 2 (no seat guarantee). Should the capacity be full on an event date, we ask you to switch accordingly to one of the alternative dates.
    Note Please note that only one exercise will be offered on Wednesday from 17.15–18.00. The original exercise session from 18.00–18.45 has been cancelled due to lack of demand.


    Four parallel Exercises

    Group Day Time Room
    1 Monday 15:30–16:15 M 003
    2 Monday 16:15–17:00 M 003
    3 Monday 17:15–18:45 M 003
    4 Wednesday 17:15–18:00 SN 163
  • Tutorials

    Tutor Tina Reiz
    Umut Avci
    Rebekka Hofheinz
    Simon Matthae
    Maximilian Braun
    First session 04.09.2023 – 07.09.2023
    Format Live and on-campus (not recorded)

    • In each week of the event, students should attend one of the tutorials offered.
    • In your own interest, try to equalize group sizes of tutorials by attending a parallel session if too many of your peers attend the same tutorial.


    10 parallel tutorials

    Group Day Time Room Tutor
    1 Mon. 08:30 – 10:00 O142 Engelhorn Hörsaal (Schloss Ostflügel) Simon Matthä
    2 Mon. 17:15 – 18:45 O151 Hans Luik Hörsaal (Schloss Ostflügel) Umut Avci
    3 Tue. 08:30 – 10:00 O151 Hans Luik Hörsaal (Schloss Ostflügel) Tina Reiz
    4 Tue. 12:00 – 13:30 O142 Engelhorn Hörsaal (Schloss Ostflügel) Maximilian Braun
    5 Tue. 17:15 – 18:45 O142 Engelhorn Hörsaal (Schloss Ostflügel) Rebekka Hofheinz
    6 Wed. 08:30 – 10:00 O145 Heinrich Vetter Hörsaal (Schloss Ostflügel) Simon Matthä
    7 Wed. 13:45 – 15:15 O142 Engelhorn Hörsaal (Schloss Ostflügel) Umut Avci
    8 Wed. 17:15 – 18:45 O145 Heinrich Vetter Hörsaal (Schloss Ostflügel) Tina Reiz
    9 Thur. 13:45 – 15:15 O142 Engelhorn Hörsaal (Schloss Ostflügel) Maximilian Braun
    10 Thur. 15:30 – 17:00 O142 Engelhorn Hörsaal (Schloss Ostflügel) Rebekka Hofheinz

Further Information

  • Brief Description

    The course provides an introductory overview of all areas in marketing. It is designed for students with business as a minor.

    A registration on Portal2 is required for the exercices.

    All further information will be announced online at ILIAS. You can register for the e-learning group by enrolling to one of the lectures in Portal2.

  • Course Outline

    1. General Basics

    2. Theoretical Perspective: Consumer Behavior

    3. Information-Related Perspective: Market Research

    4. Strategic Perspective: Strategic Marketing

    5. Instrumental Perspective

           5.1  The Fundamentals of Product Policy
           5.2  The Fundamentals of Pricing
           5.3  The Fundamentals of Communication
           5.4  The Fundamentals of Distribution and Sales

    6. Institutional Perspective

           6.1  Service Marketing
           6.2  Business-to-Business Marketing
           6.3  International Marketing

  • Reading List

    Homburg, Ch. (2020), Grundlagen des Marketingmanagements, 6. Auflage, Wiesbaden.

    Homburg, Ch. (2017), Übungsbuch Marketingmanagement, 2. Auflage, Wiesbaden.

    The reading of this book is strongly recommended! The book is available for purchase at regular bookstores. A limited number of copies is also available for rent at the university library

  • Reader Sale

    The slides for each lecture unit will be uploaded to ILIAS at the end of the week. However, for better preparation of the course content, we recommend that you purchase the complete course reader in advance.

    The course reader contains 1) all lecture slides, 2) all exercise and tutorial questions and 3) four old exams.

    The course reader is available for purchase (price: 15 €, location: L5, 1) on the following dates:

    Day Date Time
    Friday 01. September 2023 14:00 – 16:00
    Monday 04. September 2023 13:15 – 15:15
    Monday 11. September 2023 13:15 – 15:15
    Tuesday 12. September 2023 12:00 – 14:00