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Instructors: Katrin E. Schein
Event type:
Seminar / exercise
Org-unit: Corporate Management & Economics
Displayed in timetable as:
Marketing
Hours per week:
3
Credits:
6,0
Location:
Campus der Zeppelin Universität
Language of instruction:
Englisch
Min. | Max. participants:
5 | 24
Priority scheme: Standard-Priorisierung
Course content:
This lecture introduces the basics of marketing. It offers a compact overview of goals, tasks and instruments of the marketing mix, also known as the 4Ps: Product, Price, Promotion and Place. A special focus of the lecture is brand management. The course provides an understanding how brand managers can build strong brands by analyzing brand equity. We will also discuss how brand performance can be quantified.
Educational objective:
After successful participation, students know the core elements of the marketing management process and understand the necessity of customer orientation in marketing. They know the marketing instruments (4Ps) and can apply them systematically within the marketing mix. Students will be aware of the importance of brands for companies, customers as well as other market players and understand relevant aspects of brand perception (especially brand image and brand value) as well as brand management.
Further information about the exams:
A couple of shorter examinations that require a practical application of the lecture content adding up to 100%.
Admitted Aids:
Description in english will follow soon
Mandatory literature:
• Blythe, J.; Martin, J. (2019): Essentials of Marketing, 7th Edition, Harlow [u.a.]: Pearson.
• Blythe, J. (2014): Principles & Practice of Marketing, 3rd Edition, Los Angeles [u.a.]: Sage.
• Homburg, C.; Kuester, S.; Krohmer, H. (2013): Marketing management: A Contemporary Perspective, 2nd ed., London [u.a.]: McGraw-Hill Higher Education.
• Jobber, D.; Ellis-Chadwick, F. (2019): Principles and practice of marketing, 9th Edition, London [u.a.], McGraw-Hill.
• Keller, Kevin Lane (2020): Strategic Brand Management, Pearson Education, 5th edition.
• Solomon, M. R.; Marshall, G. W.; Stuart, E. W. (2015): Marketing: Real People, Real Choices, 8th Edition, Harlow: Prentice.
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