Marketing 1

Learning goals

The course objective is to understand the management process of marketing involving analyses, concepts and activities and to provide practice in assessing and solving marketing problems. Therefore students learn 1) how key concepts from consumer psychology form the basis of marketing strategy and 2) how research methods can help to better understand customer needs and how they can help to measure the effectiveness of marketing activities.

Literature

Kotler and Armstrong: Principles of Marketing 15/E

Course contents

The course covers the fundamentals of marketing theory, concepts and management as applied to marketing's strategic role in identifying and meeting customer needs, including product, price, promotion and communication management.

The course objective is to understand the management process of marketing involving analyses, concepts and activities and to provide practice in assessing and solving marketing problems. Therefore students learn 1) how key concepts from consumer psychology form the basis of marketing strategy and 2) how research methods can help to better understand customer needs and how they can help to measure the effectiveness of marketing activities.
 
Part I. Defining Marketing and the Marketing Process 
1. Marketing: Creating and Capturing Customer Value
2. Company and Marketing Strategy: Partnering to Build Customer Relationships

Part II. Understanding the Marketplace and Consumers
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Consumer Markets and Consumer Buyer Behavior
6. Business Markets and Business Buyer Behavior
 
Part III. Designing a Customer-Driven Strategy and Mix
7. Consumer-Driven Marketing Strategy
8. Products, Services, and Brands: Building Customer Value
9. New Product Development and Product Life-Cycle Strategies
10. Pricing: Understanding and Capturing Customer Value
11. Pricing Strategies
12. Marketing Channels: Delivering Customer Value

Information

Lectures

Dr.  Hannah Winkler von Mohrenfels

Exercises

tba

Type of Course

The module consists of lectures and exercises. Students will get to know theoretical concepts in the lecture and broaden their knowledge during exercises, where they will learn to use marketing techniques. The lecture will end with the students presenting a business idea in class, applying their new knowledge to determine a successful product or service and market it accordingly.