The objective of the course will be to show you the benefits of using a systematic and analytical approach to marketing decision-making. An analytical approach will enable you to:
Most analytic challenges that marketing researchers, consultants, and managers face, could be integrated under one umbrella that comprises four fundamental marketing problems:
The course will then emphasize how the "first principles" of marketing strategy help solve the four fundamental marketing problems, and help students develop analytic competencies pertaining to each of the four first principles. Students will learn how to measure customer preferences, recognize different ways to segment markets, identify attractive customers to target, determine the best positioning of your brand, and develop new products that add value. Overall, by completing this course, students will be on your way to making the ROI case for marketing expenditures that companies are increasingly asking of their executives.
Lectures and exercises are recorded and uploaded to Moodle. Exercises will also be discussed in class.
Will be announced during the course.
StO/PO MA 2016: 6 LP, Modul: "Marketing Management"
Written exam (90 min)
Die Veranstaltung wurde 6 mal im Vorlesungsverzeichnis SoSe 2024 gefunden:
