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. |
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. |
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 |
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.
General Basics
Theoretical Perspective: Consumer Behavior
Information-Related Perspective: The Fundamentals of Market Research
Instrumental Perspective
4.1 The Fundamentals of Product Policy
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.
In the spring term 2023, a reader will be sold for 15€.
The reader sale takes place:
When?
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