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Instructors: Dr. rer. pol. Maximilian Joachim Lude
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 | 30
Priority scheme: Standard-Priorisierung
Course content:
Marketing strategy is a complex business function that requires a balance of analytical and synthetic thinking. This course introduces a series of frameworks and tools that can be used to a) solve general business problems and as well as develop specific marketing strategies.
The analytic part of the course moves from the general to the specific. The course is oriented around understanding the three Cs (customers, company and competitors), developing a strategy for the chosen product/market(s), and translating this strategy into more specific plans through the elements of the marketing mix, the four Ps (product offering, pricing, promotion and physical distribution). Adding to that the course provides initial insights into branding and family business branding.
More specific content:
- Introduction to Marketing
- Marketing Research; Focus: Experimental Research
- Consumer Behavior
- Marketing Strategy: Segmentation, Targeting and Positioning (STP)
- Pricing
- Distribution Channel
- Promotion
- Brands, Branding, Architecture, & Family Business Branding
- International Marketing
Further information about the exams:
Evaluation of performance will be based on a written exam (60 Minutes)
The exam (regular as well as re-sit) will be a closed-book exam using a combination of multiple choice questions as well as open questions. The goal of the exam is to test your knowledge of the basic principles, strategies, and tools discussed in the course. The exam questions are based on the readings, the lectures, as well as the assigned video clips. We will discuss sample questions as part of the last sessions.
Admitted Aids:
none
Mandatory literature:
Main Text Book (mandatory):
Marketing Management 3rd Ed.
Kotlar, Keller, Brady, Goodman, Hansen, 2016 (Europ. Ed.)
Additional Academic Paper:
- Brexendorf, T. O., Bayus, B., & Keller, K. L. (2015). Understanding the interplay between brand and innovation management: findings and future research directions. Journal of the Academy of Marketing Science, 43(5), 548-557.
- Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
- Lude, M., & Prügl, R. (2018). Why the family business brand matters: Brand authenticity and the family firm trust inference. Journal of Business Research, 89, 121-134.
- Micelotta, E. R., & Raynard, M. (2011). Concealing or revealing the family? Corporate brand identity strategies in family firms. Family Business Review, 24(3), 197-216.
- Beck, S., & Prügl, R. (2018). Family firm reputation and humanization: Consumers and the trust advantage of family firms under different conditions of brand familiarity. Family Business Review, 31(4), 460-482.
- Thaler, Richard (2008). Mental Acounting and Consumer Choice. Marketing Science, 27(1), 15-25.
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