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 Written exam
Exam Date 20.12.2023
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 Bosch Power Tools (09.11.2023) BASF (20.11.2023)
    First Session Monday, 04.09.2023  
    Schedule Monday, 10:15 – 11:45 (Room SN 169)  
  • Exercises

    Lecturer Stefan Hartmann
    First Session Thursday, 07.09.2023
    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.

    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

    The course reader is available for purchase (price: 10 €, location: L5, 1) on the following dates:

    Day Date Time
    Friday 1. September 2023 2 – 4 pm
    Monday 4. September 2023 1.15 – 3:15 pm
    Thursday 7. September 2023 11.30 am – 12.15 pm
    Monday 11. September 2023 1.15 – 3:15 pm