Price and Product Management

MKT 510 for Master Students

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

Contact person for Price and Product Management

For further information please contact Stefan Hartmann.

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)

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.

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