The content of this course concentrates on the elements of the marketing mix. Therefore the main chapters are brand management, pricing, promotion and sales management.

For further information please contact Marketing & Sales Research Group (marketing.iism.kit.edu).

This course is compulsory within or the module "Foundations of Marketing" and must be examined.

Learning objectives:

student

• know the meaning of the branding, the brand positioning and the possibilities of the brand value calculation
• understand the price behavior of customers and can apply this knowledge to the practice
  know different methods for price determination (conjoint analysis, cost-plus determination, target costing, customer surveys, bidding procedures) and price differentiation
• are able to name and explain the relevant communication theories
• can identify crisis situations and formulate appropriate response strategies
• can name and judge different possibilities of the Intermediaplanung
• know various design elements of advertising communication
• understand the measurement of advertising impact and can apply it
• know the basics of sales organization
• are able to evaluate basic sales channel decisions

Workload:

The total workload for this course is approximately 135.0 hours. 

Homburg, Christian (2016), Marketingmanagement, 6. Aufl., Wiesbaden.