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Marketing I

MKT 301 for Bachelor Students (majoring in business)

Sebastian Junker, M.Sc.

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): 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 Maliszewski

    First 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 129
     
    B2
    (10.15 a.m. – 11:45 a.m.)
    Marie
    O 133
    Patrick
    O 226–28
      Behnia
    O 142*
    B3
    (12.00 p.m. – 1.30 p.m.)
        Marie
    O 135
     
    B4
    (1.45 p.m. – 3.15 p.m.)
        Behnia
    O 135
     
    B5
    (3.30 p.m. – 5.00 p.m.)
          Constantin
    O 135
    B6
    (5.15 p.m. – 06.45 p.m.)
      Vivien
    O 131
    Constantin
    O 129
    Vivien
    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

      1. General Basics

      2. Theoretical Perspective: Consumer Behavior

      3. Information-Related Perspective: The Fundamentals of Market Research

      4. 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.