Marketing Management & Controlling (E)

Consolidation

In order to impart in-depth marketing knowledge, students must be able to explain the principle of market-oriented business management. They understand that marketing as a management task covers different areas such as the definition of planning, control, monitoring and coordination of all marketing activities.
After completing the course Marketing Management and Controlling, students will be able to question the effectiveness and efficiency of market-oriented business management. They know how the formulated goals are achieved and whether the selected measures represent the optimal way of achieving them. In order to measure the achievement of objectives, students are given an overview of possible KPIs in various areas of the company and can apply situation-relevant KPIs. The product management system is addressed as a snapshot and the associated company-internal processes are dealt with. Thus the students learn to recognize interdisciplinary, entrepreneurial connections and to represent the effect of marketing activities on the entrepreneurial success. Through the implementation and subsequent evaluation of practical tasks, the self-reflection of the students increases in relation to the situational context in which different marketing management and controlling models are applied.

Modul MGL

In this course, students engage with the fundamental principles of market-oriented management as well as the effectiveness and efficiency of market-oriented business practices. They learn about the use of Key Performance Indicators (KPIs) across different areas of a company and analyze their possible applications. The course also covers market analysis and models for brand and customer value. Additional topics include product management and pricing strategies, as well as marketing management and controlling models in various situational contexts. Furthermore, students work on practical assignments to link theoretical models with real-world business applications.

- Ergenzinger, R., Zenhäusern, R., Janoschka, A., & Thommen, J.-P. (2020). Marketing: Konzepte, Strategien, Instrumente, Controlling. Versus Verlag.
- Kotler, P., & Armstrong, G. (2023). Principles of marketing (19th ed.). Pearson Education International.
- Kotler, P., Keller, K. L., Bliemel, F., & Sistenich, F. (2016). Marketing management (3rd ed.). Pearson Education International.
- Farris, P. W., Bendle, N. T., Pfeifer, P. E., & Reibstein, D. J. (2010). Marketing metrics: The definitive guide to measuring marketing performance. Pearson Education Incorporated.
- Davis, J. A. (2013). Measuring marketing: 110 key metrics every marketer needs (2nd ed.). Wiley.

Exam

English

5

Integrated course, group work, case studies, discussions, e-learning

3