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) |
Course Structure
Lecture
Exercises
Lecturer Alexander Müller
Eric Klebeck
Guzi HuangFirst 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.Tutorials
Tutor Tina Reiz
Umut Avci
Rebekka Hofheinz
Simon Matthae
Zacharias LangFirst 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.
Schedule
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
General Basics
Theoretical Perspective: Consumer Behavior
Information-Related Perspective: Market Research
Strategic Perspective: Strategic Marketing
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 SalesInstitutional 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