Price and Product Management

MKT 510 for Master Students

General Information

Lecturer Dr. Robin Ruhnau
Course Format Lecture and Exercises
Credit Points 6 ECTS
Hours per Week 3 hours
Language English
Grading tba.
Exam Date tba.
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 Dr. Robin Ruhnau
    Guest Lectures Mr. Markmann (L'Oréal): 23.09.2021
    Mr. De Vet (Bosch Power Tools): 04.10.2021
    First Session 06.09.2021
    Schedule Monday 10.15 a.m.-11.45 a.m.
    Thursday, 8:30 a.m.-10 a.m.
    (lecture format tba.)
  • Exercises

    Lecturer Stefan Hartmann
    First Session 14.10.2021
    Schedule Thursday starting from 14.10.2021 8.30 a.m.-10.00 a.m. (lecture format tba.)

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

    Day Date Time
    Monday 05.September 2022 13:15 – 15:15
    Tuesday 06.September 2022 14:00 – 16:00
    Monday 12.September 2022 13:15 – 15:15
    Tuesday 13.September 2022 12:00 – 14:00