Vorlesung: Lecture: Marketing - Details

Vorlesung: Lecture: Marketing - Details

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Veranstaltungsname Vorlesung: Lecture: Marketing
Veranstaltungsnummer 25318_W17
Semester WiSe 17/18
Aktuelle Anzahl der Teilnehmenden 11
Heimat-Einrichtung W-3 Innovationsmarketing
Veranstaltungstyp Vorlesung in der Kategorie Lehre
Erster Termin Freitag, 20.10.2017 11:30 - 13:00
Voraussetzungen None
Leistungsnachweis Written exam
ECTS-Punkte 2

Räume und Zeiten

Keine Raumangabe
Freitag: 11:30 - 13:00, wöchentlich(14x)

Kommentar/Beschreibung

<p> Contents <br />Basics of Marketing <br />The philosophy and fundamental aims of marketing. Contrasting different marketing fields (e.g. business-to-consumer versus business-to-business marketing). The process of marketing planning, implementation and controlling<br /> Strategic Marketing Planning <br />How to find profit opportunities? How to develop cooperation, internationalization, timing, differentiation and cost leadership  strategies?<br /> Market-oriented Design of products and services <br />How can companies get valuable customer input on product design and development? What is a service? How can companies design innovative services supporting the products?<br /> Pricing <br />What are the underlying determinants of pricing decision? Which pricing strategies should companies choose over the life cycle of products? What are special forms of pricing on business-to-business markets (e.g. competitive bidding, auctions)?<br /> Marketing Communication <br />What is the role of communication and advertising in business-to-business markets? Why advertise? How can companies manage communication over advertisement, exhibitions and public relations?<br /> Sales and Distribution <br />How to build customer relationship? What are the major requirements of industrial selling? What is a distribution channel? How to design and manage a channel strategy on business-to-business markets?Knowledge <br />Students will gain an introduction and good overview of <br />- Specific challenges in the marketing of innovative goods and services<br />- Key strategic areas in strategic marketing planning (cooperation, internationalization, timing)<br />- Tools for information gathering about future customer needs and requirements<br />- Fundamental pricing theories and pricing methods<br />- Main communication instruments<br />- Marketing channels and main organizational issues in sales management<br />- Basic approaches for managing customer relationship<br />Skills <br />Based on the acquired knowledge students will be able to:<br />- Design market timing decisions<br />- Make decisions for marketing-related cooperation and internationalization activities<br />- Manage the challenges of market-oriented development of new products and services <br />- Translate customer needs into concepts, prototypes and marketable offers <br />- Determine the perceived quality of an existing product or service using advanced elicitation and measurement techniques that fit the given situation<br />- Analyze the pricing alternatives for products and services<br />- Make strategic sales decisions for products and services (i.e. selection of sales channels)<br />- Analyze the value of customers and apply customer relationship management tools<br />Social Competence <br />The students will be able to<br />- have fruitful discussions and exchange arguments<br />- present results in a clear and concise way<br />- carry out respectful team work<br />Self-reliance <br />The students will be able to<br />- Acquire knowledge independently in the specific context and to map this knowledge on other new complex problem fields.<br />- Consider proposed business actions in the field of marketing and reflect on them.</p><p>Homburg, C., Kuester, S., Krohmer, H. (2009). Marketing Management, McGraw-Hill Education, Berkshire, extracts p. 31-32, p. 38-53, 406-414, 427-431<br />Bingham, F. G., Gomes, R., Knowles, P. A. (2005). Business Marketing, McGraw-Hill Higher Education, 3rd edition, 2004,  p. 106-110<br />Besanke, D., Dranove, D., Shanley, M., Schaefer, S. (2007), Economics of strategy, Wiley, 3rd edition, 2007, p. 149-155<br />Hutt, M. D., Speh, T.W. (2010), Business Marketing Management, 10th edition, South Western, Lengage Learning, p. 112-116</p>

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