Course: Marketing Controlling (5705-421)

Persons:

• Prof. Dr. Verena Hüttl-Maack (verantwortlich)

Type of Course:

lecture with exercise

In-Class Hours Per Week:

3

Contents:

The purpose of operational marketing is the effective and efficient implementation of marketing strategies. In the lecture, planning, implementation and monitoring of marketing mix instruments (product-, price-, communication-, and distribution policy) in accordance with criteria of effectiveness and efficiency are discussed.

Literature:

Bauer, H.H./Stokburger, G./Hammerschmidt, M. (2006): Marketing Performance. Messen, Analysieren, Optimieren, Wiesbaden.

Reinecke, S./Janz, S. (2007): Marketingcontrolling. Sicherstellen von Marketingeffektivität und -effizienz, Stuttgart.

Additional literature will be announced in the lecture.

Location:

Hohenheim

Module:

• 5705-420 Marketing Controlling (compulsory)