German
W352 – Marketingmanagement - Product
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Module
Marketingmanagement - Product
Marketingmanagement - Product |
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Module number
W352 [V5.2]
Version: 2 |
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Faculty
Business Administration
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Level
Bachelor/Diploma
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Duration
1 Semester
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Semester
Summer semester
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Module supervisor
Prof. Dr. rer. pol. Anja Stöhr |
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Lecturer(s)
Prof. Dr. Peter Schmiedgen Prof. Dr. rer. pol. Anja Stöhr |
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Course language(s)
English |
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ECTS credits
5.00 credits |
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Workload
150 hours |
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Courses
4.00 SCH (2.00 SCH Lecture | 2.00 SCH Seminar) |
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Self-study time
90.00 hours |
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Pre-examination(s)
None
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Examination(s)
Alternative examination - Paper Written examination |
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Form of teaching
Interactive lectures |
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Media type
No information
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Instruction content/structure
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 |
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Qualification objectives
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. |
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Social and personal skills
No information
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Special admission requirements
No information
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Recommended prerequisites
No information
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Continuation options
Promotion/Marketingmanagement |
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Literature
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 more in Marketing Management lectures ... |
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Current teaching resources
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Notes
No information
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Link to course/learning resources in OPAL
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