Course Structure
Lecture
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 MaliszewskiFirst 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 129B2
(10.15 a.m. – 11:45 a.m.)Jakob Burgert
O 131Anneke Häusgen
O 135B3
(12.00 p.m. – 1.30 p.m.)Jakob Burgert
O 142Behnia Ghadiani
O 135B4
(1.45 p.m. – 3.15 p.m.)Behnia Ghadiani
O 135B5
(3.30 p.m. – 5.00 p.m.)Vivien Maliszewski
O 135B6
(5.15 p.m. – 06.45 p.m.)Meike Hoffelder
O 133Vivien 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
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 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