Modul Vertiefung Marketing

Transcription

1 Modul Vertiefung Marketing Lehrstuhl für Marketing & Medien Prof. Dr. Thorsten Hennig-Thurau Institut für Marketing Prof. Dr. Manfred Krafft Institut für Wertbasiertes Marketing Prof. Dr. Thorsten Wiesel 8. Juni 2015 MCM

2 Marketing Center Münster (MCM) MCM

3 Marketing Center Münster (MCM) Lehrstuhl für Marketing & Medien Prof. Hennig-Thurau Dr. Marchand Dr. Knapp Institut für Marketing Prof. Krafft Dr. Tillmanns Institut für Wertbasiertes Marketing Prof. Wiesel Dr. Gensler Institut für Institut für Anlagen und Systemtechnologien Sen.-Prof. Backhaus MCM

4 Vertiefung Marketing Services Marketing Customer Management Retail Management MCM

5 Services Marketing Summer Term 2015 Prof. Dr. Thorsten Hennig-Thurau MCM

6 Goods vs. Services Goods Tangible Services Intangible MCM 2015

7 Goods vs. Services Goods Tangible Produced independently of (individual) customer Services Intangible Integration of (individual) customer in production MCM 2015

8 Goods vs. Services Goods Tangible Produced independently of (individual) customer Production takes place separately from consumption time-wise Services Intangible Integration of (individual) customer in production Simultaneous production and consumption ( unoactu principle ) MCM 2015

9 Service Marketing Triangle Company (Management) Internal Marketing Traditional Marketing Frontline employees Marketing by Employees Customers MCM

10 Content of the course Services Marketing 1. What are Services and Why Do they Matter? 2. A Services Marketing Success Framework 3. Key Services Marketing Concepts: Customer Satisfaction, Service Quality, and WOM 4. Managing the Key Concepts: Services Marketing Instruments MCM

11 Learning objectives After following the course Services Marketing, you are able to identify the drivers of success in services marketing, explain and critically discuss key concepts of services marketing, and apply services marketing instruments in a digital world. MCM

12 Customer Management Summer Term 2016 Dr. Sebastian Tillmanns MCM

13 Stages of Development in Marketing Methods Calculation of customer contribution margin Customer value determination Customer Value Orientation Quality measurement Customer satisfaction indices Customer Orientation Competition analysis Value chain analysis Competition Orientation Market segmentation Positioning Market Orientation Product-market-matrix Portfolio analysis Production Orientation 1950s/60s 1970s 1980s 1990s Since 2000 Time Source: adapted from Bruhn (2003), p. 2. MCM

14 Relationship intensity (e.g. customer value) Stages of Customer Management and CLV Initiation phase Abstinence Revitalization phase phase Socialization phase Risky phase Growth phase Risky phase Maturity phase Risky phase Degeneration/ Cancellation phase Time Acquisition management Churn prevention Churn prevention Customer retention management Churn prevention Win-back management or exit management Source: Bruhn (2003), pp MCM

15 Content of the lecture on Customer Management 1. Principles of Customer Management 2. Theoretical Foundations of Customer Management 3. Customer Lifecycle 4. Value-based Customer Management 5. Implementation of Customer Management 6. Customer Management Controlling MCM

16 Learning objectives After this lecture, you are able to understand the concept of customer management as a holistic management orientation and the underlying paradigm shift in marketing. understand and differentiate the central psychological constructs. understand the concept of the customer lifecycle and the corresponding customer management instruments. evaluate companies structures, organization, and system in its suitability for enhancing customer orientation and responsiveness. assess and apply methods of value-oriented management of individual customers and customer segments (in particular, the concepts of customer lifetime value and customer equity). MCM

17 Retail Management Summer Term 2015 Prof. Dr. Thorsten Wiesel Dr. Sonja Gensler MCM

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21 Who influences a retailer s decisions on the retail mix? Manufacturer How much power do they have? Retailer Consumers Competition Does the retailer satisfy their needs? Does the retailer provide a pleasurable experience? What is the retailer s competitive advantage? MCM

22 Content of the course Retail Management 1. Distribution Channels and Multichannel Retailing 2. Location decisions 3. Managing the merchandise planning process 4. Buying merchandise 5. Pricing 6. Store design and layout 7. Technological advancements in retailing MCM

23 Learning objectives After following this course, you are able to elaborate on retailers key decisions with respect to the retail mix, discuss how consumers, competitors and manufacturers influence a retailer s decisions, and elaborate on challenges for retailing sector due to digitalization, apply knowledge gained during the lectures to a real life cases. MCM

24 Pick 2 out of 3 Services Marketing Summer term (1 st + 2 nd ) Lecture and tutorial Test: Exam Customer Management Summer term (1 st ) Lecture and case study Test: Exam Retail Management Summer term (2 nd ) Lecture and integrated tutorial/assignment Test: Exam MCM

25 Marketing Center Münster (MCM) MCM