Time and room
Lecture (Prof. Dr. Sander):
On Tuesdays, 15:15-16:45 Uhr, Audimax
Tutorials:
Group A+B: On Mondays: 11:45 – 13:15, R511
Group C+D: On Mondays: 15:15 – 16:45, C252
Group E+F: On Tuesdays: 17:00 – 18:30, C358
Group G+H: On Wednesdays: 11:45 – 13:15, R512
Group I+J: On Wednesdays: 13:30 – 15:00, P603
Group K+L: On Thursdays: 08:15 – 9:45, G420
Group M+L: On Fridays: 11:45 - 13:15, M630
Description
This course presents the basics of Marketing. It goes into detail about markets, market relations and market demarcations. Furthermore the fundamental aspects of market research will be demonstrated. Finally the basics of product policy, price policy, communication policy and distribution policy will be debated. Concluding the difficulty of the establishment of an adequate marketing mix will be discussed.
Foundational literature
- M. Sander: Marketing-Management
Märkte, Marktforschung und Marktbearbeitung (2. Auflage, Konstanz, München 2011)
(More information)
Further literature
- Berndt, R.: Marketing 2. Marketingstrategie und -Politik, neueste Auflage, Berlin, Heidelberg, New York
- Bruhn, M.: Marketing, neueste Auflage, Wiesbaden
- Diller, H.: Grundprinzipien des Marketing, neueste Auflage, Nürnberg
- Esch, F. R., Herrmann, A., Sattler, H.: Marketing, neueste Auflage, München
Teaching materials
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