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
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Recommended prerequisites
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| Forms of teaching and learning | Contact hours | Independent study time |
|---|---|---|
| Lecture | 2 SWS | 5 SWS |
| Exercise class | 1 SWS | 2 SWS |
| Tutorial | 2 SWS | 5 SWS |
| ECTS credits | 6 |
| Graded | yes |
| Workload | 180h |
| Language | German |
| Form of assessment | Written exam (90 min) |
| Restricted admission | no |
| Further information | Timely registration required for the 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 |
| Frequency of offering | Spring semester |
| Duration of module | 1 semester |
| Range of application | B.Sc. Bus. Adm. |
| Preliminary course work | Case study presentations (in groups) of the same semester as mandatory prerequisite for the exam |
| Program-specific Competency Goals | CG 1, CG 2, CG 4 |
| Literature | Homburg, Christian (2020). Marketingmanagement: Strategie – Instrumente – Umsetzung – Unternehmensführung (7. Aufl.). Wiesbaden. |
| Course outline |
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