Marketing II

Time and Room

Lecture (Prof. Dr. Sander) (3h):
On Tuesdays, 11:45-13:15, A704
On Wednesdays, 08:15-09.45, A704 (every two weeks)

Tutorials:
Group 1+2: On Tuesdays: 13:30 – 15:00 Uhr A702

Tutorial schedule

Exams:

Post exam review second date: Fr, 11.05.2018, 16:30 - 17:00, F340, Student-ID required

Registration period:

First date: 23.01. – 29.01.2018 (limitation period)

Second date: 20.03. – 26.03.2018 (limitation period)

Description

Four marketing instruments are central to this course:

  • Product, product mix and service policy
  • Communication policy
  • Contracting policy
  • Distribution policy

The versatile application possibilities of these instruments are discussed in detail. The emphasis of the presentation is on a decision-oriented view in the sense of an optimal use of these instruments. Particular emphasis is placed upon product innovation in the framework of product policy, advertising and innovative communication instruments (product placements, sponsoring, event marketing) in the framework of communication policy, price policy in the framework of contracting policy and marketing and sales policy in the framework of distribution policy. In the final part of the course, it will be shown how these instruments can be combined to form an optimal marketing mix.

Teaching materials

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Foundational literature

Further literature

  • Ahlert, D.: Distributionspolitik, neueste Aufl., Stuttgart, Jena
  • Berndt, R., Hermanns, A. (Hrsg.) (1993): Handbuch Marketing-Kommunikation - Strategien, Instrumente, Perspektiven, Wiesbaden
  • Berndt, R.: Marketing 2 - Marketing-Politik, neueste Auflage, Berlin u.a.
  • Böcker, F.: Marketing, neueste Auflage, Stuttgart
  • Brockhoff, K.: Produktpolitik, neueste Auflage, Stuttgart, Jena
  • Diller, H.: Preispolitik, neueste Auflage, Stuttgart, Berlin, Köln
  • Hruschka, H. (1996): Marketing-Entscheidungen, München
  • Koppelmann, U.: Produktmarketing - Entscheidungsgrundlage für Produktmanager, neueste Auflage, Berlin u.a.
  • Kroeber-Riel, W.: Strategie und Technik der Werbung, neueste Auflage, Stuttgart u.a.
  • Schmalen, H.: Kommunikationspolitik, neueste Auflage, Stuttgart, Berlin, Köln
  • Schmalen, H.: Preispolitik, neueste Auflage, Stuttgart, Jena
  • Schneider, F. (1991): Corporate-Identity-orientierte Unternehmenspolitik, Heidelberg
  • Schweiger, G., Schrattenecker, G.: Werbung, neueste Auflage, Stuttgart, New York
  • Simon, H.: Preismanagement. Analyse, Strategie, Umsetzung, neueste Auflage, Wiesbaden
  • Specht, G.: Distributionsmanagement, neueste Auflage, Stuttgart, Berlin, Köln

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