MKT 510 Price and Product Management
for graduate students
General Information
| Lecturer | Prof. Dr. Dr. h.c. mult. Christian Homburg | |
|---|---|---|
| Course Format | Lecture and Exercises | |
| Credit Points | 6 ECTS | |
| Hours per Week | 3 hours | |
| Language | English | |
| Grading | Written exam | |
| Exam Date | to be announced |
Credit: Fotostudio Thomas
Alin Schröder, M.Sc.
Contact person for Price and Product Management
For further information, please contact Alin Schröder.
Course Structure
Sessions:
- Monday, 10:15 – 11:45 am (Room SN 169)
- Thursday, 8:30 –10:00 am (Room SN 169)
Guest Lectures: will be announced soon
Further Information
Brief Description
This course covers the instrumental perspective of marketing by discussing price and product management as part of the marketing mix.
MKT 510 is open to graduate students from the Mannheim Master in Management, Kultur und Wirtschaft and Wirtschaftspädagogik.
Detailed information regarding the lecture and exercise classes will be published on ILIAS at the beginning of the semester.
Course Outline
Product Management
- General Aspects of Product Management
- Innovation Management
- Management of Established Products
- Brand Management
Price Management
- General Basics of Price Management
- Basics of Classical Pricing Theory
- Behavioral Basics
- Price Determination
- Price Implementation
Reading List
Homburg, Ch. (2020), Marketingmanagement , 7. Aufl., Wiesbaden.
Homburg, Kuester, Krohmer (2013), Marketing Management: A Contemporary Perspective, 2. Auflage, Maidenhead.