The primary function of marketing is to facilitate exchange of value in the market place. For this purpose managers need to understand, both, how to create a value proposition and how to deliver it most profitably to the customers. A solid understanding of the needs of the customers, capabilities of the competitors, motivations of the intermediaries, and finally the competencies of ones own organisation is fundamental for successful marketing plans. This course introduces basic concepts, tools, and frameworks in marketing combined with practical examples. A broad range of marketing issues in a variety of consumer, industrial, and service environments is covered. Topics include buying behaviour, marketing research, strategic aspects of marketing and marketing mix.
After completing this course, students will have learned about the importance of marketing for a firm. They will have a sound understanding of the scope of marketing decisions and selected marketing concepts, tools, and frameworks. Generally, students will be able to analyze, evaluate and solve marketing-related issues. Furthermore, they will be able to decide whether they would like to intensify their knowledge in this field.
Lecture (70%), Case Study (25%), Guest Lectures (5%)
Broad variety of concepts and methods from Marketing, references to Consumer Behavior and Organisational Behavior
Kotler, P./Keller, K.L./Brady, M./Goodman, M./Hansen, T. (2009):
Marketing Management, 1st European ed., Essex: Prentice Hall.
Case Study Material will be provided during class.
Additional readings will be announced in class.