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Base Module Marketing

Lecture (14266.0100)

           Instructor: Prof. Dr. Franziska Völckner
           Date: October, 11th, 2017 - November, 29th, 2017

           Time: Wednesday 2pm - 5:30pm
           Room: Hörsaal I

Excercise (14266.0101)

    Instructor: René Eppmann
                       Tobias Hinze
    Date: October, 16th, 2017 - November, 27th, 2017
    Time: Monday 4pm - 5:30pm or Monday 5:45pm - 7:15pm (students can choose one of the excercises)
     Room: Hörsaal I

Tutorials (14266.0102)

           Instructor: Tutors
           Date: Various Dates (see Klips)
           Time: Various Times (see Klips)
           Room: Various Rooms (see Klips)

Examination:

For examination dates please see details of the examination office (WiSo-Prüfungsamt).

Please keep in mind that you need to register for the exam within the given registration period. It is NOT possible to register after the respective registration period.

Note that NO responsibility is taken for the correctness of the information, please refer to the examination office (WiSo-Prüfungsamt) for all examination-related questions.

Für die Prüfungstermine beachten Sie bitte die Angaben des WiSo-Prüfungsamtes.

Bitte beachten Sie, dass Sie sich nur innerhalb der vorgegebenen Fristen für die Klausur anmelden können. Es ist NICHT möglich, sich nach Ablauf der Frist nachträglich anzumelden.

Es wird KEINE Verantwortung für die Richtigkeit der Informationen übernommen. Bitte informieren Sie sich beim Prüfungsamt über alle klausurbedingten und prüfungsrelevanten Fragen.

Course Objectives & Contents:   

The 'Marketing' lecture investigates how to run a company in a market-oriented manner. Marketing, defined as the 'market-oriented management of a company', aims to align all central activities of a company with the needs of its various market partners. At the same time, the aim is to pursue relevant (monetary) corporate objectives, e.g., maximization of profit or value. In this course you will learn concepts and methods that will enable you to analyse key tasks associated with marketing and to devise soundly based recommendations for action to deliver successful outcomes to these tasks. We will examine how consumers respond to marketing activities and why they do so (consumer behavior). We will also examine how information about markets and market partners can be generated as a key basis for decision-making (market research), how markets can be approached from a strategic perspective and how individual marketing instruments can be deployed. In this context, 'marketing' also embraces the finding of optimum solutions to problems, because marketing instruments must be deployed in an optimal (profit-maximizing) manner. What is the optimal price of my product? How much should I invest in communication activities? To answer these questions, we will use mathematical methods that enable us to identify the (economic) conditions, which need to be satisfied to ensure that the marketing instruments are deployed in an optimal manner.