Applied Marketing Mix (WP)*
Niveau
Second cycle, master's
Learning outcomes of the courses/module
The participants:
• explain the instruments of the marketing mix for products (4P/4C) and classify their use in specific practical situations.
• apply the specific elements of the marketing mix for services (7P/7C) and transfer them to real application contexts.
• present the selection, planning and budgeting of individual marketing mix instruments and explain the underlying decision-making logic.
• design a marketing plan for a selected sub-discipline based on key marketing mix factors and develop it in a structured manner.
• develop purpose-driven marketing campaigns and structure them with regard to objectives, measures and target group communication.
• analyze the strategic effects of individual marketing measures and evaluate them critically.
• systematically compare different marketing mix measures and assess their suitability in context.
• explain the instruments of the marketing mix for products (4P/4C) and classify their use in specific practical situations.
• apply the specific elements of the marketing mix for services (7P/7C) and transfer them to real application contexts.
• present the selection, planning and budgeting of individual marketing mix instruments and explain the underlying decision-making logic.
• design a marketing plan for a selected sub-discipline based on key marketing mix factors and develop it in a structured manner.
• develop purpose-driven marketing campaigns and structure them with regard to objectives, measures and target group communication.
• analyze the strategic effects of individual marketing measures and evaluate them critically.
• systematically compare different marketing mix measures and assess their suitability in context.
Prerequisites for the course
None
Course content
• Current talks by external experts on specialist topics such as media planning, SEO, PR, ESG, market research, etc.)
• Customer segmentation (Classic/Sinus Milieus/Limbic Map)
• Positioning with Cube
• Omnichannel marketing
• Online marketing (website marketing − banner advertising − online video advertising − email marketing − SEM − mobile marketing − SMM − smart TV advertising)
• Paid/owned/earned media
• Color Emotion Guide
• Social listening
• ROI/RFM
• Brand ambassadors
• New marketing perspectives
• Customer segmentation (Classic/Sinus Milieus/Limbic Map)
• Positioning with Cube
• Omnichannel marketing
• Online marketing (website marketing − banner advertising − online video advertising − email marketing − SEM − mobile marketing − SMM − smart TV advertising)
• Paid/owned/earned media
• Color Emotion Guide
• Social listening
• ROI/RFM
• Brand ambassadors
• New marketing perspectives
Recommended specialist literature
• Kotler, Philipp et al.: Marketing Management. Pearson (latest edition)
• Hollensen, Svend: Marketing Planning. Pearson (latest edition)
• 1-2 current journal articles (z.B. Accenture Life Trends, Influencer Benchmarking Report)
• Hollensen, Svend: Marketing Planning. Pearson (latest edition)
• 1-2 current journal articles (z.B. Accenture Life Trends, Influencer Benchmarking Report)
Assessment methods and criteria
Portfolio assessment
Language
English
Number of ECTS credits awarded
4
Semester hours per week
Planned teaching and learning method
Blended Learning
Semester/trimester in which the course/module is offered
1