Course: Marketing-Management (5701-221)

Persons:

• Prof. Dr. Markus Voeth (verantwortlich)

Type of Course:

lecture with exercise

In-Class Hours Per Week:

3

Contents:

To implement the four fundamental, optional strategies (price leadership, quality leadership, relationship leadership and time to market leadership) there has to be taken specific actions.
Therefore, this course presents and implements the most suitable Marketing instruments (price, product, place, promotion) fitting best to the particular strategies. Connections between the particular instruments are also analyzed.
Course-related tutorials deepen the theory by the application on case studies.

Literature:

Homburg, C., Krohmer, H. (2009): Marketingnanagement: Strategie, Instrumente, Umsetzung, Unternehmensführung, 3. Aufl., Wiesbaden 2009.
Meffert, H. (2007): Marketing: Grundlagen marktorientierter Unternehmensführung - Konzepte, Instrumente, Praxisbeispiele, 10. Aufl., Wiesbaden 2007.
Bruhn, M. (2007): Marketing: Grundlagen für Studium und Praxis, 8. Aufl., Wiesbaden 2007.
Nieschlag, R., Dichtl, E., Hörschgen, H. (2002): Marketing, 19. Aufl., Berlin 2002.

Location:

Hohenheim

Remarks:

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

Module:

• 5701-220 Marketing-Management (compulsory)