for Bachlor Students (minoring in business)

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 tbd. (90 Minutes)
Alexander Müller, M.Sc.

Alexander Müller, M.Sc.

Contact person Marketing for Business Minors

For further information please send an e-mail to MarketingNebenfach

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. Robin-Christopher Ruhnau
    Prof. Dr. Sabine Kuester
    Prof. Dr. Florian Stahl
    Prof. Dr. Florian Kraus
    First Session Monday 05.09.2022
    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)
  • Exercises

    Lecturer Alexander Müller
    Eric Klebeck
    Guzi Huang
    First Session 05.09.22 & 07.09.22
    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.


    Five parallel Exercises

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

    Tutor Tina Reiz
    Umut Avci
    Rebekka Hofheinz
    Simon Matthae
    Zacharias Lang
    First session 19.09.22 – 22.09.22
    Format Live and on-campus (not recorded)

    • In each week of the event, students should attend one of the tutorials offered.
    • Please register yourself for one of the offered tutorials on Portal 2 (no seat guarantee).
    • 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 O145 Rebekka Hofheinz
    2 Mon. 17:15 – 18:45 O151 Tina Reiz
    3 Tue. 08:30 – 10:00 O151 Zacharias Lang
    4 Tue. 12:00 – 13:30 O142 Zacharias Lang
    5 Tue. 17:15 – 18:45 O142 Tina Reiz
    6 Wed 08:30 – 10:00 O145 Simon Matthae
    7 Wed. 13:45 – 15:15 O145 Simon Matthae
    8 Wed. 17:15 – 18:45 O151 Rebekka Hofheinz
    9 Thur. 13:45 – 15:15 O142 Umut Avci
    10 Thur. 15:30 – 17:00 O148 Umut Avci

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 both the exercices and tutorials.

    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 course reader is available for purchase (price: 14 €, location: L5, 1) on the following dates:

    Day Date Time
    Monday 05.09.22 13:15 – 15:15
    Tuesday 06.09.22 14:00 – 16:00
    Monday 12.09.22 13:15 – 15:15
    Tuesday 13.09.22 12:00 – 14:00