Information on individual educational components (ECTS-Course descriptions) per semester

Successful completion of the course Market-Oriented Corporate Management

• Buying processes and customer orientation, basics and necessity of integrated marketing.
• Contact point management, customer journey, customer experience
• Customer satisfaction
• Purchase decisions
• Strategies and measures of product policy
• Strategies and measures of pricing policy
• Strategies and measures of communication policy, basics of advertising psychology
• Strategies and measures of distribution policy

Building on the knowledge and skills acquired in the course Market-Oriented Corporate Management, students learn about the strategies and measures of marketing management and discuss them using concrete examples of application.

The students are familiar with the concept of the marketing mix and can describe the essential elements. They can name the goals of advertising from the company's point of view, know methods for analysing customer needs, different price adjustment strategies, relevant findings of market and advertising psychology and current developments, challenges and research results in the subject area of marketing.

The students understand the concept of a unique value proposition and can name and discuss the developments and challenges relevant for the marketing mix. They can describe the development from products to services and can explain how certain values and objectives of consumers affect their consumption behaviour. They also understand how signals or codes are used in communication to achieve an effect on the recipient.

Students can distinguish between incremental and radical innovation in the context of performance development, they can describe the meaning of a brand and understand the psychological component of price. In doing so, they can explain different price-psychological measures and how customer satisfaction is created.

The students understand the importance of an integrated use of communication and sales channels along the customer journey as well as the significance of social networks and customer evaluations for marketing success. Furthermore, they can derive and discuss different buying processes.

The students know different approaches to pricing and can explain how a price for a service is arrived at. They understand the importance of the price for the economic success of a service and can discuss how attention can be generated for the company's services.

Finally, the students can determine whether a product is more suitable for push or pull marketing measures and they are able to work out and justify a marketing mix for a given situation.

Interactive course with lecture, case studies, exercises in individual and group work

Written exam

None

Felser, Georg (2015): Werbe- und Konsumentenpsychologie. Berlin: Springer.

Homburg, Christian (2020): Marketingmanagement. Wiesbaden: Springer Gabler.

Jolibert, Alain; Mühlbacher, Hans; Flores, Laurent; Dubois, Pierre-Louis (2012): Marketing Management. London/NewYork: Red Globe Press.

Kreutzer, Ralf T. (2017): Praxisorientiertes Marketing. Wiesbaden: Springer Gabler.

Classes with compulsory attendance in individual teaching units (simulation game, seminars) supplemented by asynchronous teaching units for the presentation of elementary basics, which are assumed as given knowledge