Course Syllabus – Marketing (WI001129)
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Examination:
Marketing
WI001129
0000002365
Lecture
2
Summer Semester 2023
Prof. Dr. Benedikt Schnurr
Prof. Dr. Christoph Ungemach
Thursday, 9:45-11:15 am
2300, Friedrich von Thiersch Hörsaal (0503.02.300)
Examination (100%), multiple choice
Course Description
Marketing management is a complex business function that requires a balance of
analytical and synthetic skills. This course introduces a series of frameworks and
tools that can be used to a) solve general business problems and b) develop specific
marketing strategies and programs.
The course is focusing on understanding the three Cs (customers, company and
competitors), developing a strategy for the chosen product/market(s), and translating
this strategy into more specific plans through the elements of the marketing mix, the
four Ps (product offering, pricing, promotion and physical distribution). Course
information is are provided via Moodle.
Textbook

Kotler, Keller, Brady, Goodman, & Hansen (2019), Marketing Management,
4th European Edition, Pearson Prentice Hall.
Course Format
Lectures and Class Discussion
The lectures will introduce the students to the core theories, concepts, tools, and
empirical findings in the field of Marketing. Class attendance is encouraged as
discussions are part of the learning experience and help consolidating the concepts
developed in the assigned materials. The lectures provide a structure for the
readings and cover a lot of information that is not in the readings, and vice versa.
The lectures are not a substitute for reading the material.
Evaluation
Evaluation of performance will be based on a multiple-choice exam. The goal of the
exam is to test your knowledge of the basic principles, strategies, and tools discussed
in the course. The exam questions are based on the readings and the lectures (slides).
Sample exams will not be provided, but sample questions will be discussed in the last
session.
1
Please note that you need to register for the exam. The exam will take place on
August 05, 2023, at 10:30 am.
Contact and Questions
If you have any questions, please use the discussions during class or post questions
on the Moodle. Please be aware, that it is logistically impossible to answer emails from
all the students taking this class.
2
Course Schedule
Marketing M.Sc.
2023
The weekly class schedule is outlined below. The schedule may be modified by the
instructor depending on contingencies. Students are solely responsible for staying in
touch with the progress of the course on Moodle.
Date
Topic and Readings
April 20
Introduction
Reading: Chapter 1
April 27
Segmentation
Reading: Chapter 10
May 04
Targeting and Positioning
Reading: Chapter 10
May 11
Pricing
Reading: Chapter 16
May 25
tba
June 1
Distribution Channels
Reading: Chapter 19
June 15
Marketing Research
Reading: Chapter 6
Consumer Behavior
Reading: Chapter 7
June 22
Promotion
Reading: Chapter 17/18
June 29
Brands and Branding
Reading: Chapters 12 and 13
July 06
Service Marketing
Reading: Lecture Slides
July 13
Digital Technology & Marketing
Reading: Lecture Slides
July 20
Wrap-up and Q & A
3