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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 (via Zoom) and Recorded (via Ilias)

    Lecturer Prof. Dr. Dr. h.c. mult. Christian Homburg
    Schedule Monday, 3.30 p.m. – 5:00 p.m. (B5): 13.02., 27.02., 06.04., 13.04., 20.04., 27.04., 17.04., 24.04. (Guest Lecture), 08.05., 15.05., 22.05. (Guest Lecture)
    Thursday, 8.30 a.m. – 10.00 a.m. (B1): 04.05.
    Subject to any changes: 02.03., 16.03., 20.04., 27.04., 25.05.
  • Exercises

    Lecturer Sebastian Junker
    Kick-Off Thursday, 16.02.2023, 8.30 a.m. – 10.00 a.m., Format: Live in person (not recorded)
    Working period Friday, 24.02.2023, until Friday, 10.03.2023 (12 p.m. noon)
      Further information in the kick off session.
  • Tutorials

    Schedule

    Format
    Live in person (not recorded)

    Tutors
    Anneke Häusgen, Jakob Burgert, Behnia Ghadiani, Meike Hoffelder, Vivien Maliszewski

    First session
    Calendar week 10 (07.03.2023 – 09.03.2023)

    In each week, you should attend one of the offered tutorials.

      Tuesday
    Wednesday
    Thursday
    B1
    (8.30 a.m. – 10 a.m.)
      Meike Hoffelder
    O 129
     
    B2
    (10.15 a.m. – 11:45 a.m.)
    Jakob Burgert
    O 131
      Anneke Häusgen
    O 135
    B3
    (12.00 p.m. – 1.30 p.m.)
    Jakob Burgert
    O 142
    Behnia Ghadiani
    O 135
     
    B4
    (1.45 p.m. – 3.15 p.m.)
      Behnia Ghadiani
    O 135
     
    B5
    (3.30 p.m. – 5.00 p.m.)
        Vivien Maliszewski
    O 135
    B6
    (5.15 p.m. – 06.45 p.m.)
      Meike Hoffelder
    O 133
    Vivien Maliszewski
    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 (Übungen) (45 min per week) and discussion sections (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 2023, a reader will be sold for 15€.
      The reader sale takes place:

      When?

      • Monday, 13.02.2023, 11.45 a.m. – 1.45 p.m. as well as before and after the lecture (here in front of SO108!) from 3.00 p.m. – 3.30 p.m. + 5.00 p.m. – 5.30 p.m.
      • Wednesday, 15.02.2023, 1.45 p.m. – 3.30 p.m.
      • Monday, 27.02.2023, before and after the lecture (here in SO108!)
        After that only on mail request to Mr. Sebastian Junker.

      Where?

      At our chair (by the MKT 301 tutors) Chair of Business-to-Business Marketing, Sales & Pricing, Prof. Dr. Dr. h.c. mult. Christian Homburg University of Mannheim L 5, 1 (1st floor) 68161 Mannheim