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Principles of Marketing

Lecture (14266.0800)

Instructor: Prof. Dr. André Marchand
Date, Time and Room: see Klips

Exercise (14266.0801)

Instructor: Andrea Schöndeling
Date, Time and Room: see Klips

Tutorials (14266.0802)

Instructor: Theresa Dünschede
Date, Time and Room: see Klips

We will focus on the lecture in April 2020, and on the exercise in May 2020. This way, you have the whole month of May to repeat the content and enhance your understanding of it, to practice for the exam and to learn how to transfer the content to practice.

Inspection of Exams:

Date will be communicated here in due time.

Die Einsichtnahmetermine werden zu gegebener Zeit hier kommuniziert.


The examination consists of an electronic exam (no pen and paper exam) of 60 minutes.  

You can obtain up to 6 additional points for the exam in the exercise by completing an assignment in groups. The exam has to be passed separately. Detailed information is provided in the 'Kick-Off Exercise' on April 16.

For examination dates please refer to the announcement by the examination office (WiSo-Prüfungsamt). Please keep in mind that you need to register for the exam within the given registration period. It is NOT possible to register after the respective registration period. 

Für die Prüfungstermine beachten Sie bitte die Angaben des WiSo-Prüfungsamtes. Bitte beachten Sie, dass Sie sich nur innerhalb der vorgegebenen Fristen für die Klausur anmelden können. Es ist NICHT möglich, sich nach Ablauf der Frist nachträglich anzumelden. 

Course Objectives & Contents:   

This lecture investigates how to run a company in a market-oriented manner. Marketing, defined as the 'market-oriented management of a company', aims to align all central activities of a company with the needs of its various market partners. At the same time, the aim is to pursue relevant (monetary) corporate objectives, e.g., maximization of profit or value. In this course you will learn concepts and methods that will enable you to analyse key tasks associated with marketing and to devise soundly based recommendations for action to deliver successful outcomes to these tasks. We will examine how consumers respond to marketing activities and why they do so (consumer behavior). We will also examine how information about markets and market partners can be generated as a key basis for decision-making (market research), how markets can be approached from a strategic perspective and how individual marketing instruments can be deployed. In this context, 'marketing' also embraces the finding of optimum solutions to problems, because marketing instruments must be deployed in an optimal (profit-maximizing) manner. What is the optimal price of my product? How much should I invest in communication activities? To answer these questions, we will use mathematical methods that enable us to identify the (economic) conditions, which need to be satisfied to ensure that the marketing instruments are deployed in an optimal manner.