Course Structure
Lecture
Lecturer Dr. Aline Lanzrath Schedule Tuesdays, 12.00 p.m. – 1:30 p.m. (B3): 13.02., 20.03., 27.02., 05.03., 12.03., 19.03., 09.04., 16.04., 23.04., 30.04., 07.05. (Guest Lecture), 14.05., 30.04. (Guest Lecture), 22.05. Exercises
Lecturer Sebastian Junker Kick-Off Wednesday, 14.02.2024, 5.15 p.m. – 6.45 p.m., Format: Live in person (not recorded) in SO 108 Working period Tuesday, 27.02.2024, until Tuesday, 12.03.2024 (12 p.m. noon) Further information in the kick off session. Tutorials
Schedule
Format
Live in person (not recorded)Tutors
Behnia Ghadiani, Constantin Büchner, Marie Kulmus, Patrick Grün, Vivien MaliszewskiFirst session
Calendar week 10 (04.03.2024 – 08.03.2024)In each week, you should attend one of the offered tutorials.
*on Thursday, 07.03.24, once only in A 5, 6 – B 244 Monday Tuesday Wednesday Thursday B1
(8.30 a.m. – 10 a.m.)Patrick
O 129B2
(10.15 a.m. – 11:45 a.m.)Marie
O 133Patrick
O 226–28Behnia
O 142*B3
(12.00 p.m. – 1.30 p.m.)Marie
O 135B4
(1.45 p.m. – 3.15 p.m.)Behnia
O 135B5
(3.30 p.m. – 5.00 p.m.)Constantin
O 135B6
(5.15 p.m. – 06.45 p.m.)Vivien
O 131Constantin
O 129Vivien
O 135
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
In the spring term 2024, a reader will be sold for 15€.
The reader sale takes place:When and Where?
- Tuesday, February 13, 2024, before + after the lecture, 11.30 – 12.00 and 13.30 – 13.45; Hörsaal A3 (directly at the lecture room by the tutors
- Wednesday, February 143, 2024, before + after the “Übung” kick-off; SO 108 (directly at the lecture room by the tutors), 16.45–17.15 + after the Kickoff (ca. 18.00)
- Tuesday, February 20, 2024, before + after the lecture, 11.30 – 12.00 and 13.30 – 13.45; Hörsaal A3 (directly at the lecture room by the tutors)
- After that only on mail request to Mr. Sebastian Junker.