Marketing Management

Course Language: German 

Qualification Objectives:

This module aims to provide in-depth knowledge (theories and methods) of relevant aspects of marketing. Students will be enabled to identify key marketing decisions, gather the necessary information, and make sound decisions. By discussing selected theories, students will be able to better understand and anticipate consumer behavior.

Content:

This course covers selected aspects of product, pricing, and customer relationship management, and discusses and applies tools that can support business decision-making. Students will also gain insights into relevant theories that help to better understand selected aspects of consumer behavior.

In the area of product policy, the course focuses particularly on decision-making tools in the innovation process. These tools aim to align product development with customer needs and thereby contribute to the success of a company’s innovation activities. The discussion includes not only consumer goods but also customer-oriented innovation processes in, for example, the supplier or system business (B2B).

In the area of pricing policy, the course examines customer responses to price levels, price changes, bundling, and promotional pricing, as well as selected methods of market-oriented price planning. It also discusses customer perceptions triggered by “dynamic pricing.”

In the area of customer relationship management, the course explores customer retention, its drivers, and its implications.

Contact hours and ECTS: Lecture and tutorial, 3 contact hours per week (TWS), 5 ECTS

Trimester: Fall trimester in the first year of study (3rd trimester)

This module can be credited toward the specializations Strategy, Management and Market (elective) and Supply Chain Management (mandatory). It may also be included in the elective module area Selected Aspects of Business and Management.