Marketing Management

The following details taken from the examination regulations MSWI/15, SMPO 4. Änderungsordnung zum WS 2018/19 are for information purposes only and not legally binding. For legally binding information, please refer to the corresponding official examination regulations of the program Master Wirtschaftsingenieurwesen.

Key Info

Basic Information

Studypath:
Master Wirtschaftsingenieurwesen
Semester:
1
Course Type:
Lecture
Language:
English
Cycle:
Summer term
Scheduling:
First half of the semester
Course Units:
4.0
Credits:
5.0
Course Limit:
60
Erasmus Capacity:
5
Compulsory Attendance:
No

Lecturer

Syllabus

The course aims to provide students with an in-depth view into the marketing planning and execution process. This involves revisiting the tools that may be used for effectively planning a marketing strategy as well as the instruments that are used for executing that strategy. A special emphasis will be placed on evaluating the assumptions behind the marketing planning process and on assessing the effectiveness of specific marketing instruments from a psychological perspective. As part of the course, we will transfer the theoretical knowlegde gleaned in class to real-world case studies.

Objectives

The course aims to provide students with an in-depth understanding of how companies can devise an effective marketing strategy and how they can implement that strategy through the use of specific marketing instruments. Specifically, the course intends to familiarize students with the assumptions associated with marketing planning and to help them understand how current research findings may improve the marketing planning process.

Another aim of the course is to enable students to transfer the knowledge gleaned in class to real-life settings. To this end, case studies will be discussed in class with the lecturer and a solution space for these case studies will be developed jointly. Students are expected to read these case studies in advance and to take an active part in the discussion. Thus, the course also aims to help students to improve their reasoning skills and their communication abilities.

Prerequisites

Basic knowledge in marketing (e.g. Absatz und Beschaffung)

Examination

Examination (65%, graded, 60min.), Paper (35%, graded)

Further Information

No information available in English at the moment.

Literature

No information available in English at the moment.