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 | Registration 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 |
| 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) as mandatory prerequisite for written 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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