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) |
Course Structure
Lecture
Lecturer Dr. Aline Lanzrath
Prof. Dr. Sabine Kuester
Prof. Dr. Florian Stahl
Prof. Dr. Florian KrausFirst Session Monday, 04.09.2023 Schedule Mondays, 8:30 – 10:00 in room A3, 001 or
Mondays, 10:15 – 11:45 in room SO108Lecture 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. Tutorials
Tutor Tina Reiz
Umut Avci
Rebekka Hofheinz
Simon Matthae
Maximilian BraunFirst 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.
Schedule
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
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
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: