Marketing Planning

Students are taught practice-relevant methods of strategic and operational marketing planning. The first part focuses on the basic structure and process of a strategic marketing concept and various methods of strategic marketing planning. The second block includes the teaching of selected methods of operational marketing mix planning. For understanding and easier learning, the methodical procedures are taught with the help of practice-oriented tasks in the context of small group work.

• Brief description Bachelor: Business Administration Emphasis Module 8/9, Exam: 90-minute written exam

Didactic conception

Lecture, discussion in the auditorium and demonstration of illustrative material. To facilitate the preparation of a transcript, a set of slides reflecting the contents of the lecture will be provided. Basic and supplementary literature will be mentioned in the course.

Teaching objectives

Mastery of subject-related terminology in the field of marketing mix and market segmentation.

Knowledge of planning processes and methods in the specific subfield.

Ability to apply theoretical-conceptual teaching content to practical application situations.

Literature

Homburg, Christian (2012): Grundlagen des Marketingmanagements: Einführung in Strategie, Instrumente, Umsetzung und Unternehmensführung, Gabler Verlag, 6th ed.

Time and place

tba

Exercise

Students are taught practice-relevant methods of strategic and operational marketing planning. The first part focuses on the basic structure and process of a strategic marketing concept and various methods of strategic marketing planning. The second block includes the teaching of selected methods of operational marketing mix planning. For understanding and easier learning, the methodical procedures are taught with the help of practice-oriented tasks.

Time and place

tba