Price and Product Management
MKT 510 for Master Students
General Information
| Lecturer | Prof. Dr. Dr. h.c. mult. Christian Homburg | Dr. Stefan Hartmann |
|---|---|---|
| Course Format | Lecture and Exercises | |
| Credit Points | 6 ECTS | |
| Hours per Week | 3 hours | |
| Language | English | |
| Grading | Written exam | |
| Exam Date | to be announced |
Alin Schröder, M.Sc.
Contact person for Price and Product Management
For further information, please contact Alin Schröder.
Course Structure
Lecture
Lecturer Prof. Dr. Dr. h.c. mult. Christian Homburg Stefan Hartmann Guest Lectures to be announced First Session Monday, 02.09.2024 Schedule Monday, 10:15 – 11:45 (Room SN 169) Exercises
Lecturer Alin Schröder First Session Thursday, 10.10.2024 Schedule Thursday, 08:30 -10:00 (Room SN 169)
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 master students attending Mannheim Master in Management, Kultur und Wirtschaft and Wirtschaftspädagogik.
Detailed information regarding the lecture and discussion classes will be published on ILIAS from mid September on.
Course Outline
Product Management
- General Aspects of Product Management
- Innovation Management
- Managing Established Products
- Brand Management
Price Management
- General Basics of Price Management
- Basics of Classical Pricing Theory
- Behavioral Basics
- Price Determination
- Price Implementation
- The Pricing Excellence Approach
Reading List
Homburg, Ch. (2020), Marketingmanagement , 7. Aufl., Wiesbaden.
Homburg, Kuester, Krohmer (2013), Marketing Management: A Contemporary Perspective, 2. Auflage, Maidenhead.
Course Material
The course reader contains (1) all lecture slides, (2) all exercise tasks, and (3) old exam questions.
The sale of the course reader takes place at the following times:
- In the first and second week of lectures before and after the lecture on Monday in B2 (10:15 – 11:45 am) directly at the lecture hall SN 169
- At the Chair of Business-to-Business Marketing, Sales & Pricing | Prof. Dr. Dr. h.c. mult. Christian Homburg in L5, 1 (1st floor) after prior email inquiry to Alin Schröder
The price per course reader is 10€. Please bring the exact amount of cash with you. Thank you very much!