marketing management

[Translate to English:] Gehalten von: Prof. Dr. Lawrence Feick

This course is built around the premise that providing superior value to customers is a central means of creating value for a firm. We use a marketing framework to discuss how a firm can create value. The marketing framework consists of three fundamental steps: customer analysis, marketing mix analysis, and monitoring and updating.

Customer analysis enables a firm to develop a concise positioning statement for the desired target segment, whereas marketing mix analysis enables a firm to support the desired positioning via the 4-p's. In addition to lectures and reading, the course will emphasize analysis and discussion of articles from the Wall Street Journal not only to illustrate concepts, but also provide the class with an opportunity to apply them.