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Major Marketing

The Major Marketing consists of the two courses Methods of Marketing Mix Management and Concepts of Marketing Mix Management:

Methods of Marketing Mix

Lecture (14266.0501)

            Instructor: Prof. Hernán Bruno Ph.D.
            Dates & Times: see Klips 

Exercise (14266.0501)

            Instructor: Prof. Hernán Bruno Ph.D.
            Dates & Times: see Klips


Concepts of Marketing Mix 

Lecture (14266.0200)

            Instructor: Dr. Alexander Edeling
            Dates & Times: see Klips

Exercise (14266.0201)

            Instructor: Lars Gemmer
            Dates & Times: see Klips


The examination form is a written exam of 60 minutes. Please note that the exam has been shortened from 120 minutes to 60 minutes due to the pandemic regulations. The exam can only be answered in English.  

Examination dates:
Date: August 6, 2021
Time: 09:00 -10:00 a.m.
Room: Online Exam via Eaflex/Ilias.

Please keep in mind that you need to register for the exam during the given registration period. It is NOT possible to register after the registration period. Note that no responsibility is taken for the correctness of the information. Please refer to the Examination Office for all examination-related questions.

Zum Bestehen der Veranstaltung muss eine schriftliche Prüfung abgelegt werden. Diese Prüfung dauert 60 Minuten. Sie wurde aufgrund der Corona-Bestimmungen auf 60 Minuten gekürzt. Bitte beachten Sie, dass die Prüfung nur auf Englisch abgelegt werden kann.

Datum: Donnerstag, 12.08.2021
Zeit: 09:00 - 10:00 Uhr
Raum: Online-Prüfung über Eaflex/Ilias

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. Es wird keine Verantwortung für die Richtigkeit der Informationen übernommen. Bitte informieren Sie sich beim Prüfungsamt über alle klausurbedingten Fragen.


Methods of Marketing Mix Management

This course covers different methods of Marketing Mix Management. It consists of lecture and exercise sessions. In the first part, you learn how to design market research projects. The second part deals with fundamentals of sampling and data collection methods. The third part of the lecture examines measurement and questionnaire design. In the fourth part, we investigate univariate and bivariate analyses. Usually, the course includes guest lectures by practitioners that link its contents to practical issues.

Concepts of Marketing Mix Management

This lecture examines the different concepts of Marketing Mix Management. In the first part of the lecture, we define the product and discuss the management of new and established products. The second part deals with the management of prices. In the third part, we cover several types of communication management such as advertising, new media and promotion. Usually, the course includes guest lectures by practitioners that link its contents to practical issues.

Learning Objectives

Methods of Marketing Mix Management
  • Design and implementation of market research projects,
  • Evaluation of different sampling methods,
  • Discussion of different ways to measure theoretical marketing constructs,Design of questionnaires,
  • Discussion and evaluation of different data collection methods,Basic concepts of hypothesis testing,
  • Multivariate methods to support marketing-mix decision problem,
  • Regression analysis,
  • Conjoint analysis,
  • Segmentation analysis
Concepts of Marketing Mix Management
  • Identify decision problems of product innovation, pricing, and communication,
  • Develop and analyze strategies for brand management and new product introductions,
  • Discuss pricing strategies and behavioral aspects of pricing,
  • Evaluate the applicability of different communication tools,
  • Apply theories in order to derive implications for the effects of pricing and communication,
  • Learn different methods to determine optimal prices and marketing budgets.