skip to content

Concepts of Marketing Mix Management

Lecture (1121)

            Instructor: Dr. Alexander Edeling
            Date: Dec, 6th, 2016 - Feb, 7th, 2017
            Time: Tuesday 4:00pm - 7:15pm
            Room: 105 Hörsaal C (105/01/203)

Exercise (1122)

            Instructor: Eric Lennartz, Samuel Stäbler 
            Date: Dec, 8th, 2016 - Feb, 9th, 2016
            Time: Thursday 4:00pm - 7:15pm
            Room: 101 Hörsaal (Müller-Armack-HS) (101/EG/HSI)


The examination form is a written exam of 60 minutes + 10 minutes reading time. Please note that the exam can be answered either in German or in English. 

Examination dates:

Please keep in mind that you need to register for the exam during the given registration period. It is NOT possible to register after the registration period. Note that no responsibility is taken for the correctness of the information. Please refer to the Examination Office for all examination-related questions.

Die schriftliche Klausur dauert 60 Minuten zuzüglichen 10 Minuten Einlesezeit. Bitte beachten Sie, dass die Klausur entweder auf Deutsch oder auf Englisch geschrieben werden kann.


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 Fragen.


This lecture examines the different concepts of Marketing Mix Management. In the first part of the lecture, we define the product and discuss the management of new and established products. The second part deals with the management of prices. In the third part, we cover several types of communication management such as advertising, new media and promotion. Usually, the course includes guest lectures by practitioners that link its contents to practical issues.

Learning Objectives 

    • Identify decision problems of product innovation, pricing, and communication,
    • Develop and analyze strategies for brand management and new product introductions,
    • Discuss pricing strategies and behavioral aspects of pricing,
    • Evaluate the applicability of different communication tools,
    • Apply theories in order to derive implications for the effects of pricing and communication,
    • Learn different methods to determine optimal prices and marketing budgets.