522017 Marketing & Branding

Lehrende: Sara Alida Volkmer

Veranstaltungsart: Seminar / Übung

Orga-Einheit: Corporate Management & Economics

Anzeige im Stundenplan: Marketing

Semesterwochenstunden: 3

Credits: 6,0

Standort: Campus der Zeppelin Universität

Unterrichtssprache: Englisch

Min. | Max. Teilnehmerzahl: 5 | 35

Prioritätsschema: Standard-Priorisierung

Inhalte:
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.

Lernziele:

• Learn about core element of the marketing management process
  
• Be able to name goals and instruments of product policy
  
• Be able to explain the central characteristics and elements of pricing policy
  
• Be able to explain the central characteristics and elements of the communication policy
  
• Be able to explain the design of distribution systems
  
• Learn about important theories, models and strategies for building brand equity
  
• Get an understanding how to measure and manage brand performance
  

Weitere Informationen zu den Prüfungsleistungen:
a couple of shorter examinations that require a practical application of the lecture content adding up to 100%

Literatur:

• 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.