Module Catalog Archive

Module Catalog Archive

Course: Marketing (5701-151)

Note: Last updated September 2019. Current module catalog in HohCampus.
Persons:
Type of Course:
lecture with exercise
In-Class Hours Per Week:
2
Contents:

Given a supply surplus which is present in many markets, marketing of previously generated goods and services becomes the main difficulty for organisations. Within the lecture, a basic understanding of marketing processes will be conveyed. Based on the analysis of fundamental functional principles of markets, the students are introduced to marketing instruments which are available to companies. Hereby, the basic components of the "marketing mix" are investigated, and besides product management, pricing, promotion and distribution policies are also studied in detail. Furthermore, the conceptual planning and determination of marketing objectives and strategies is examined in-depth.

Literature:

Voeth, M./Herbst, U. (2013), Marketing-Management – Grundlagen, Konzeption und Umsetzung, 1. Aufl., Stuttgart 2013.

Homburg, C. (2012), Marketingmanagement: Strategie - Instrumente - Umsetzung – Unternehmensführung, 4. überarb. u. erw. Aufl., Wiesbaden 2012.

Esch, F.-R./Herrmann, A./Sattler, H. (2013), Marketing: Eine managementorientierte Einführung, 4. überarb. Aufl., München 2013.

Meffert, H./Burmann, C./Kirchgeorg, M. (2012), Marketing: Grundlagen marktorientierter Unternehmensführung. Konzepte - Instrumente – Praxisbeispiele, 11. überarb. u. erw. Aufl., Wiesbaden 2012.

Sander, M. (2011), Marketing-Management: Märkte, Marktinformationen und Marktbearbeitung: Märkte, Marktforschung und Marktbearbeitung, 2. komplett überarb. Aufl., Stuttgart 2011.

Bruhn, M. (2012), Marketing: Grundlagen für Studium und Praxis, 11. überarb. Aufl., Wiesbaden 2012.

Location:
Hohenheim
Remarks:

Information on the lecture, the accompanying literature as well as the lecture notes are provided on ILIAS.

Module:

Current module catalog