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MKT 301: Designing the Marketing Mix

Contents

  • General basics
  • Theoretical perspective: introduction to consumer behavior
  • Information-related perspective: the fundamentals of market research
  • Instrumental perspective:
    • the fundamentals of product management
    • the fundamentals of price management
    • the fundamentals of communication management
    • the fundamentals of sales management

Learning outcomes
Students gain a thorough overview on the relevant questions and functions in marketing. They can choose and apply suitable concepts and methods in order to solve typical marketing challenges and problems. They have a profound understanding of causal relationships and are able to solve problems quantitatively when appropriate data is available. In solving and presenting a team case study, students also improve their analytical, presentation, and teamworking skills.

Necessary prerequisites

Recommended prerequisites

Contact hoursIndependent study time
Lecture2 SWS5 SWS
Exercise class1 SWS2 SWS
Tutorial2 SWS5 SWS
ECTS6
LanguageGerman
Form of assessmentWritten exam (90 min.)
Restricted Admissionno
Further informationRegistration required for Case Study (takes place within Exercise class). Further information on registration is available on the website of the chair or in the first class of the semester.
Examiner
Performing lecturer
Prof. Dr. Dr. h. c. mult. Christian Homburg
Prof. Dr. Dr. h.c. mult. Christian Homburg
OfferingSpring semester
Duration of module 1 semester
Range of applicationB.Sc. Bus. Adm.
Preliminary course workCase study presentations (in groups) as mandatory prerequisite for written exam
Program-specific Competency GoalsCG 1, CG 2, CG 4
Graded yes
LiteratureHomburg, Christian (2020). Marketingmanagement: Strategie – Instrumente – Umsetzung – Unternehmensführung (7. Aufl.). Wiesbaden.
Course outline
  • General basics
  • Theoretical perspective: introduction to consumer behavior
  • Information-related perspective: the fundamentals of market research
  • Instrumental perspective:
    • the fundamentals of product management
    • the fundamentals of price management
    • the fundamentals of communication management
    • the fundamentals of sales management