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 tbd.
Exam Date tbd. (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

Alexander Müller, M.Sc.

Alexander Müller, M.Sc.

Contact person Marketing for Business Minors

For further information please send an e-mail to MarketingNebenfach

Course Structure

  • Lecture

    Lecturer Prof. Dr. Dr. h.c. mult. Christian Homburg
    Prof. Dr. Sabine Kuester
    Prof. Dr. Florian Stahl
    Prof. Dr. Florian Kraus
    First Session Monday 13.09.2021
    Schedule Mondays, 08:30 a.m. – 10 a.m.
    Lecture type Live via Zoom and Digital lecture recording
  • Exercises

    Lecturer Kim Riede and
    Alexander Müller
    First Session 13.09.21 & 15.09.21
    Format Presence/live & digital/live (not recorded)

    Please note that due to current
    Corona regulations, the room capacity of
    presence events is limited to 300 participants.
    Should the capacity be full on a
    event date, we ask you
    to switch accordingly to one of the alternative dates.


    Four parallel Exercises

    Group Day Time Room
    1 Monday 3.15 p.m.-4.15 p.m. BWL-ZOOM-11 (Virtuelles Gebäude)
    2 Monday 4.15 p.m.-5 p.m. BWL-ZOOM-11 (Virtuelles Gebäude)
    3 Monday 5.15 p.m.-6.45 p.m. BWL-ZOOM-11 (Virtuelles Gebäude)
    4 Wednesday 5.15 p.m.-6 p.m. BWL-ZOOM-07 (Virtuelles Gebäude)
  • Tutorials

    • In each week of the event a digitally recorded tutorial will be made available on Monday via the ILIAS portal
    • From the second week of the event, a Q&A session via ZOOM will be offered on Tuesdays from 19:00 – 20:30
    • Registration for the Q&A session is not required
    • Team of Tutors

      • Martin Dattge
      • Julia Karlinski
      • Jessica Wagner
      • Leonard Wissler

    Please pay attention to our news section where we will post any further reschedules or room changes.

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 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.

  • 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

    Day Date Time
    Monday 13.September 2021 3 a.m. – 6 a.m.
    Monday 20.September 2021 3 a.m. – 6 a.m.