General description and course goals

Most people think about ‘advertising’ or selling’ when they hear the term ‘marketing’. But it is much more! The American Marketing Association (2007) defines Marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”. The purpose of this lecture is to understand the basics of marketing management. Students will address critical decision issues related to marketing planning at a strategic level, market oriented development, pricing, communication and distribution.

Contents

Selected Literature

• Homburg, C., Kuester, S., Krohmer, H. (2009): Marketing Management. McGraw-Hill Education, Berkshire.
• Bingham, F. G., Gomes, R., Knowles, P. A. (2005): Business Marketing. Third Edition, McGraw-Hill Higher Education, Berkshire.
• Besanke, D., Dranove, D., Shanley, M., Schaefer, S. (2007): Economics of strategy. Third edition, Wiley, Weinheim.
• Hutt, M. D., Speh, T. W. (2010): Business Marketing Management. 10th Edition, Cengage Learning Emea, Andover.

Previous Guest lecturers