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 12.12.2019 (60 minutes)
Dominik Wielgos, M.Sc.

Dominik Wielgos, M.Sc.

Contact person for Price and Product Management

For further information please contact Dominik Wielgos.

    Course Structure

  • Lecture

    Lecturer Prof. Dr. Dr. h.c. mult. Christian Homburg
    Guest Lectures Mr. Stein (BASF): 21.10.2019
    Mr. Brechter (Bosch Power Tools): 31.10.2019
    First Session 2.9.2019
    Schedule Monday 10.15 a.m.-11.45 a.m. in room SN 169
    Thursday, 8:30 a.m.-10 a.m. in room SN 169
  • Exercises

    Lecturer Dominik Wielgos
    First Session 17.10.2019
    Schedule Thursday 8.30 a.m.-10.00 a.m. in 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. (2017), Marketingmanagement , 6. Aufl., Wiesbaden.

    Homburg, Kuester, Krohmer (2013), Marketing Management: A Contemporary Perspective, 2. Auflage, Maidenhead.

  • Reader Sale

    The course material includes the slides discussed in the lecture as well as the exercises. A detailed list of the mandatory reading material as well as additional references also is included.

    Where? Lehrstuhl für Business-to-Business Marketing, Sales & Pricing, Prof. Dr. Dr. h.c. mult. Christian Homburg, L5, 1 (1st floor)

    Course material is available for purchase on the following dates:

    Day Date Time
    Tuesday 3.9.19 10 a.m.–noon
    Tuesday 3.9.19 14 p.m-16 p.m.
    Thursday 5.9.19 14 p.m–16 p.m.
    Tuesday 10.9.19 noon–14 p.m.