Price and Product Management

MKT 510 for Master Students

Lecturer	Prof. Dr. Dr. h.c. mult. Christian Homburg	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

Contact person for Price and Product Management

For further information, please contact Alin Schröder.

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)

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 sale of the course reader takes place at the Chair of Business-to-Business Marketing, Sales & Pricing | Prof. Dr. Dr. h.c. mult. Christian Homburg in L5, 1 (1st floor).
The price per course reader is 10€. Please bring the exact amount of cash with you. Thank you very much!
You can purchase the reader at the following times: to be announced