Marketing Management

Course Language: German

This course deepens students’ understanding of product, pricing, and customer relationship management. The course explores tools and theories to support marketing decisions and better anticipate consumer behavior.

Product strategy includes innovation processes aligned with consumer needs. Pricing topics include consumer responses to price levels, price bundles, and dynamic pricing. Customer relationship management focuses on drivers and outcomes of customer loyalty.

Lecture and tutorial: 3 TWS | 5 ECTS
Trimester: HT in the first year (3rd trimester)