Price and Product Management

MKT 510 for Master 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 Take Home Exam (60 Minutes)
Exam Date 17.12.2020
Stefan Hartmann, M.Sc.

Stefan Hartmann, M.Sc.

Contact person for Price and Product Management

For further information please contact Stefan Hartmann.

    Course Structure

  • Lecture

    Lecturer Prof. Dr. Dr. h.c. mult. Christian Homburg
    Guest Lectures Mr. De Vet (Bosch Power Tools): 22.10.2020
    Mr. Markmann (L'Oréal): 29.10.2020
    First Session 29.09.2020
    Schedule Monday 10.15 a.m.-11.45 a.m.
    Thursday, 8:30 a.m.-10 a.m.
    live via Zoom as well as recording on ILIAS
  • Exercises

    Lecturer Stefan Hartmann
    First Session 05.11.2020
    Schedule Recordings on ILIAS, every Thursday starting from 05.11.2020
    additional exercise classes on Monday, 30.11.2020 and 07.12.2020

    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.

    At the end of the semester break (before the next term starts) the department offers a retake exam. Contrary to previous semesters there will be no retake exam at the end of the following term (spring term).

  • 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

    Recordings of the Lecture and Exercises as well as course material for the exercise classes will be available on ILIAS.