Marketing

Contents
1. General basics
2. Theoretical perspectives: consumer behavior
3. Information-related perspective: foundations of market research
4. Strategic perspective: strategic marketing
5. Instrumental perspective:
5.1 Foundations of product policy
5.2 Foundations of price policy
5.3 Foundations of communication policy
5.4 Foundations of distribution and sales policy
6. Institutional perspective:
6.1 Services marketing
6.2 Business-to-business marketing
6.3 International marketing

Learning outcomes
Students gain a thorough overview on relevant questions and functions of marketing and learn basic as well as specific concepts of it. The aim is to provide participants a comprehensive understanding of marketing concepts to apply them for identifying and solving questions related to marketing in business decision making processes. Moreover, students acquire the competence to critically reflect marketing decisions and to apply basic mathematical methods for analyzing and addressing relevant questions of marketing.

Necessary prerequisites
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Recommended prerequisites
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Examiner

Prof. Dr. Dr. h. c. mult. Christian Homburg Prof. Dr. Florian Kraus Prof. Dr. Sabine Kuester Prof. Dr. Florian Stahl