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FTMBA 2024_II Marketing

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.
Course code
Course type
FT MBA Course
Weekly Hours
HS 2023
Prof. Dr. Martin Fassnacht
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.

1 Introduction – understanding marketing

1.1 The marketing concept

1.2 Marketing tasks

1.3 Customer relationship

2 Marketing insights

2.1 The marketing environment

2.2 Consumer buying behavior

3 Strategic marketing

3.1 Competitive strategy

3.2 Segmentation

3.3 Targeting

3.4 Positioning

3.5 Effective utilization of digital data

4 Marketing mix instruments

4.1 Product management

4.2 Communication management

4.3 Sales management

4.4 Price management

Date Time
Tuesday, 24.10.2023 09:00 - 16:30
Wednesday, 25.10.2023 09:00 - 16:30
Monday, 30.10.2023 09:00 - 16:30
Tuesday, 31.10.2023 09:00 - 14:45
Tuesday, 21.11.2023 23:50 - 23:55
Students participating in this course will gain advanced knowledge in omnichannel business, with a high emphasis on managerial practice. Theories and managing practices are supported by current examples that are embedded in the lecture and by high profile guest lectures that further provide practical examples to apply the learned theory to real life. Another focus lies on engaging the students’ critical thinking and problem-solving skills.

The course enhances the following categories of competences:

  • factual knowledge(e.g., terminology, characteristics of omnichannel management),
  • management capacities(e.g., how to leverage channel interaction),
  • global knowledge(e.g., different industries, innovations, consumer insights),
  • critical thinking(e.g., class discussions) and
  • practical knowledge(e.g., guest lectures)
Kotler, P./Keller, K.L.(2021): Marketing Management, 16th Global Edition, Essex: Pearson.Secondary literature: Additional material will be provided during class.
Lecture (70%), Guest Lectures (30%)
100% Take Home Exam
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