Marketing I

MKT 301 for Bachelor Students (majoring in business)

General Information

Lecturer Prof. Dr. Dr. h.c. mult. Christian Homburg
Course Format Compulsory Lecture, Exercises and Tutorials
Credit Points 6 ECTS
Hours per Week 5 hours
Language German
Grading Written exam in German (80%) and Case study presentation (20%)
Exam Date tbd. (72 Minuten)
Robin Wagner-Fabisch, M.Sc.

Robin Wagner-Fabisch, M.Sc.

Contact person for Marketing I

For further information please contact Robin Wagner-Fabisch, M.Sc.​​​​​​​.

    Course Structure

  • Lecture

    ***Important: Discontinuation of attendance events.*** Please note the latest information.
    Lecturer Dr. Sergej von Janda
    First Session Monday, 24.02.2020
    Schedule Monday 3.30 p.m.–5:00 p.m. in room SO 108
    Thursday (only on 27.02., 05.03., 26.03., 02.04. and 14.05.) 8.30 a.m.-10:00 a.m. in room SO 108
  • Exercises

    ***Important: Discontinuation of attendance events.*** Please note the latest information.
    Lecturer Robin Wagner-Fabisch
    Kick-Off Monday, 17.02.2020 3:30-5:00 p.m. in room SO 108
    First Session Tuesday, 10.03.2020 in O 142


    Six parallel Exercises

    Group Day Time Room
    1A Tuesday 10.15 a.m.-11 a.m. O 142
    1B Tuesday 11 a.m.-11.45 a.m. O 142
    2A Tuesday 12 p.m.-12.45 p.m. O 142
    2B Tuesday 12.45 p.m.-13.30 p.m. O 142
    3A Tuesday 13 p.m.-14.30 p.m. O 142
    3B Tuesday 14.30 p.m.-15.15 p.m. O 142
  • Tutorials

    • Schedule

      ***Important: Discontinuation of attendance events.*** Please note the latest information.
      Group Day Time Block Room Tutor
      1 Wednesday 8:30 -10:00 a.m. B1 O 142 Nico Perwolfinger
      2 Wednesday 12:00 -13:30 p.m. B3 O 145 Daria Nazarova
      3 Wednesday 13:45-15:15 p.m. B4 O 145 Daria Nazarova
      4 Wednesday 17:15-18:45 p.m. B6 O 145 Fenja Ankele
      5 Thursday 10:15-11:45 a.m. B2 O 142 Michael Berger
      6 Thursday 13:45-15:15 p.m. B4 O 145 Michael Berger
      7 Thursday 15:30-17:00 p.m. B5 O 145 Sven Krippner
      8 Thursday 17:15-18:45 p.m. B6 O 145 Sven Krippner
      9 Friday 12:00-13:30 p.m. B3 O 148 Nico Perwolfinger
      10 Friday 13:45-15:15 p.m. B4 O 148 Fenja Ankele

    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 case study discussions classes (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. (2017), Marketingmanagement: Strategie - Instrumente - Umsetzung - Unternehmensführung, 6. Aufl., Wiesbaden. (zur Anschaffung empfohlen)

    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

    The course reader is available for purchase on the following dates at the chair of Business-to-Business Marketing, Sales & Pricing, L5, 1 (1. Floor).

    Day Date Time
    Tue. 18.2.2020 10 a.m.-12:30 p.m.
    Tue. 25.2.2020 10 a.m.-12:30 p.m.
    Thu. 27.2.2019 10 a.m.-12:30 p.m.
  • Case Studies

    The Marketing I case study discussion classes are based exclusively on the preparation and presentation of case studies which will account for 20% of your final grade for this class. To meet the basic requirements a registration for the classes is required. You will receive further information on the registration modalities and the case studies during the kick-off event on 17.02.2020, 03:30 p.m.- 05:00 p.m. in SO108.