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W352 – Marketingmanagement - Product
Marketingmanagement - Product
Version: 2
Prof. Dr. rer. pol. Anja Stöhr
anja.stoehr(at)htw-dresden.de
Prof. Dr. Peter Schmiedgen
p.schmiedgen(at)fh-dresden.eu
Prof. Dr. rer. pol. Anja Stöhr
anja.stoehr(at)htw-dresden.de
English
5.00 Credits
150 hours
4.00 SWS (2.00 SWS Lecture | 2.00 SWS Seminar)
90.00 hours
Alternative examination - Paper
Weighting: 50 % | Tested in English language
Written examination
Examination duration: 90 min | Weighting: 50 % | Tested in English language
Interactive lectures
In fast-changing marketplaces, it’s more vital than ever for marketers to develop meaningful relationships with their customers. Marketing management skills help students master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily live. Innovative product ideas are systematically developed for competitive differentiation purposes and stimulating new business.
What to expect:
Marketing Research
Innovation & Branding
Cross-& Up-Selling, CRM
International Marketing
Marketing Controlling
Presentations
Marketers are responsible for demand management and face a host of decisions in handling marketing tasks. These range from decisions such as what product features to design into a new product or what color to choose for new packaging.
How far can we go customizing the offer for each customer?
How can we build stronger brands?
How can we grow our business?
How can we measure the pay-off?
How to create customer value and engagement?
Principles of Marketing Management help students understand how to create values and build strong positive long-life customer relationships.
Promotion/Marketingmanagement
Homburg, C.: Marketingmanagement, Strategie - Instrumente - Umsetzung – Unternehmensführung, akt. Auflage
Kotler, P.: Creating Brand Equity
Kotler, P. et al.: Marketing Management, latest edition
Kotler, P.; Keller, K.-L.; Opresnik, M. O.: Marketing-Management: Konzepte - Instrumente - Unternehmensfallstudien (Pearson Studium - Economic BWL), akt. Auflage
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