|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|
|Exam Date||tbd. (90 Minutes)|
Please pay attention to our news section where we will post any further reschedules or room changes.
The course provides an introductory overview of all areas in marketing. It is designed for students with business as a minor.
A registration is not required for case study discussion classes or discussion sections
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.
Theoretical Perspective: Consumer Behavior
Information-Related Perspective: Market Research
Strategic Perspective: Strategic Marketing
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
6.1 Service Marketing
6.2 Business-to-Business Marketing
6.3 International Marketing
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