Foundations of Marketing - Foundations of Marketing, Group D 2

Course Content

• Introduction to marketing and misconceptions
• Purchase behavior: ECONS
• Purchase behavior: Deep Dive Regression
• Purchase Behavior: HUMANS
• Market research
• Powerboat racing case + customer centricity
• Customer centricity, continued
• Pricing policy
• Product policy
• Digital marketing - Part I
• Digital marketing - Part II
• Guest lecture to improve knowledge of prior sessions
• Budgeting and branding & wrap-up

Intended Learning Outcomes and Competencies

The course provides basic concepts and strategies of the core marketing concepts. The course also provides insights for the central quantitative marketing instruments, such as regression analysis, customer lifetime value estimation, price bundling, as well as preference measurement. The course not only demonstrates these techniques but also encourages the participants to apply them correctly in their assignments.

Instruction Type

On-site study

Form of Examination

90 points can be achieved in the course in total (later scaled to 100), of them:

• 15 points can be achieved through individual- and group assignments during the weeks of the course. These assignments contain one group case and 2 additional individual assignments. Compensation for re-take participants (participants who failed the course) is a content quiz with 15 points.
• 75 points can be achieved in the exam (of 75 minutes).

“Foundations of Marketing” and the BSc course “Foundations of Sales Management (Grundlagen des Vertriebs)” form the exam module “Foundations of Marketing and Sales”.

The exam covers content from the provided lecture material, but also learning experience (i. e. transfer elements) during the lectures (which are not explicitly covered in the material).

Literature

• Philip Kotler, Gary Armstrong, Lloyd Harris, Nigel F. Piercy (2014), Principles of Marketing, Pearson, 15th edition.
• Daniel Kahneman (2012), Thinking fast and slow, Penguin.
• + Selected reading material (scientific research papers) that will be provided in class