Online Course Guide of WHU –
Find all modules and courses of our degree programs.
Please use the filters below to select the term (spring or fall) as well as the respective program (BSc, MSc, MBA, Exchange, Doctoral) of your choice for an overview of all modules offered at WHU. The courses are listed under the modules. Please click on a module to see which courses are part of it. If you would like to find out more about a certain course, click on the name of the course to see detail information. The location of the lecture will be revealed after your course registration on myWHUstudies.
Spring term counts from January - August, fall term counts from September - December.
Important for Exchange Students: As the Full-Time and Part-Time MBA Programs utilize a modular course structure, the dates on which students begin and end the exchange are flexible. Please find here a chronological overview of the preliminary course offering for Fall and Spring.
Foundations of Marketing, Group B
Learning objectives The course provides basic concepts and strategies of the core marketing concepts. The course also provides the central marketing instruments, such as, for example, regression analysis (session 3), calculation of the customer lifetime value (session 6), qualitative price differentiation (session 7) as well as discrete choice experiments (session 9).
(Please note that exchange students obtain a higher number of credits in the BSc-program at WHU than listed here. For further information please contact directly the International Relations Office.)
"There is only one valid definition of business: to create a customer (?) Marketing is the unique and defining function of the enterprise", wrote Peter Drucker, the best-known management thinker in 1954. At this time unsaturated seller markets changed into saturated buyer markets - and remained until today. Today's companies' focus on customer needs and customer benefits has been the central success factor of the corporate management. The implementation of a market-oriented management led to a rise of the marketing division within the company.
The course provides basic concepts and the vocabulary of the marketing strategy as well as the product and customer management.
" Introduction to marketing and misconceptions (session 1)
" Strategic marketing (session 2)
" Buying behavior theory: ECONS vs. HUMANS (session 3+4)
" Market research (session 5)
" Customer centric marketing (session 6)
" Pricing policy (session 7)
" Product policy (session 8+9)
" Guest lecture to improve knowledge of prior sessions (session 10)
" Distribution and communication policy (session 11)
" Exercise course (session 12)
Course content may change before course begin.
- Profound knowledge on setting the 4Ps
- The use of regression analysis to support business decisions
- Customer centricity