Marketing I
MKT 301 for Bachelor Students (majoring in business)
Sebastian Junker, M.Sc.
Contact person for Marketing I
For further information please contact Sebastian Junker, M.Sc.
Course Structure
Lecture
Format: Live in person (not recorded) in A3
Lecturer Dr. Aline Lanzrath Schedule Tuesdays, 12.00 p.m. – 1:30 p.m. (B3): 11.02., 18.02., 25.02., 04.03., 11.03., 18.03., 25.03. (Guest Lecture with L'Oréal), 01.04., 08.04., 29.04., 06.05. (Guest Lecture with Reckitt), 13.05., 20.05., 27.05. Exercises
Lecturer Sebastian Junker Kick-Off Wednesday, 19.02.2025, in auditorium A3, 17.15 – 18.45 (B6), Format: Live in person (not recorded) Working period Thursday, 06.03.2025, until Thursday, 04.04.2025 (12 noon) Further information in the kick off session. Tutorials
Schedule
Format
Live in person (not recorded)Tutors
Constantin Büchner, Fabiola Kehl, Jan Henninger, Louis Menne, Marie KulmusFirst session
Calendar week 9 (24.02.2025 – 28.02.2025)In each week, you should attend one of the offered tutorials.
*on Wednesday, 05.03.25, once only in M 003
** on Thursday, 06.03.25, once only in SN 169Monday Tuesday Wednesday Thursday B1
(8.30 a.m. – 10 a.m.)Marie
O 148Marie
O 133B2
(10.15 a.m. – 11:45 a.m.)Fabiola
O 142Lecture Jan
O 151**B3
(12.00 p.m. – 1.30 p.m.)Louis
O 135B4
(1.45 p.m. – 3.15 p.m.)Fabiola
O 151*B5
(3.30 p.m. – 5.00 p.m.)Constantin
O 129B6
(5.15 p.m. – 06.45 p.m.)Jan
O 131Louis
O 131Constantin
O 129
Further Information
Brief Description
Marketing I gives an overview of general problems and tasks in marketing and explains fundamental concepts and methods. With regard to content, the course covers the theoretical, the information-related and the instrumental (marketing mix) perspective, whereas the focus will be on the instrumental perspective. The lecture will be supplemented by a case study preparation (Übung) and discussion sessions (Tutorien) (1.5 hours per week), which discuss excercises related to the lecture's subject matter.
Course Outline
General Basics
Theoretical Perspective: Consumer Behavior
Information-Related Perspective: The Fundamentals of Market Research
Instrumental Perspective
4.1 The Fundamentals of Product Policy
4.2 The Fundamentals of Pricing
4.3 The Fundamentals of Communication
4.4 The Fundamentals of Distribution and Sales
Reading List
Homburg, Ch. (2020), Marketingmanagement: Strategie – Instrumente – Umsetzung – Unternehmensführung, 7. Aufl., Wiesbaden. (zur Anschaffung empfohlen)
Homburg, Ch. (2017), Übungsbuch Marketingmanagement, 2. Aufl., Wiesbaden. (recommended for purchase)
Further Literature:
Homburg, Ch. (2000), Quantitative Betriebswirtschaftslehre, Entscheidungsunterstützung durch Modelle, Mit Beispielen, Übungsaufgaben und Lösungen, 3. Aufl., Wiesbaden.
Homburg, Ch. (2017), Grundlagen des Marketingmanagements, 5. Aufl., Wiesbaden.
Reader Sale
A reader will be sold for 15 € taking place:
When and Where?
- At the first three lectures (Tuesday, February 11, 2025, Tuesday, February 18, 2025, Tuesday, February 25, 2025), before + after the lecture, i.e., 11.45 am – 12.00 pm + 1.30 pm – 1.45 pm in lecture hall A3 (directly at the lecture room by the tutors)
- After that only on mail request to Mr. Sebastian Junker.