5.1 Chair of Business Administration & Marketing II

Transcription

1 5. AREA: MARKETING 5.1 Chair of Business Administration & Marketing II Prof. Dr. Hans H. Bauer Address: Universität Mannheim Lehrstuhl für Allgemeine Betriebswirtschaftslehre und Marketing II L 5, 1 D Mannheim Phone: +49 (0)621/ Fax: +49 (0)621/ Internet: hans.bauer@bwl.uni-mannheim.de Curriculum Winter Term Lecturer hours / week ECTS- Credits Marketing Theory and Consumer Behavior Bauer/Assistants 2 5 Market-Oriented Management Bauer 2 5 Contemporary Strategies in Retailing Greipl, Metro Interactive Marketing Rösger, AOL Research Seminar Consumer Behavior (Thesis Preparation Seminar) Bauer/Assistants 2 0 Doctoral Seminar Bauer 2 0

2 Summer Term Communication and Distribution Management Bauer 2 5 Marketing Planning and Controlling Bauer/Assistants 2 5 Contemporary Strategies in Retailing Greipl, Metro Interactive Marketing Rösger, AOL Brand and Brand Relationship Management (in English) Project Seminar (Thesis Preparation Seminar) Ratneshwar Bauer/Assistants 2 0 Basics of Marketing Bauer Basics of Marketing (exercise class) Albrecht/Schüle 1 0 Consumer Behavior and Brand Management (Doctoral Seminar) (in English) Ratneshwar 1 0 Doctoral Seminar Bauer Course description Marketing Theory and Consumer Behavior Term: winter Length: 2 hours/week Grading: written exam (60 min.) with examination: 5 Contents: Marketing Theory and Consumer Behavior The first - and smaller - part of this course deals with the history of marketing thought and marketing research. It covers the classic theory of science. Consumer behavior theory is central to the second part of this course. The theoretical foundations of preference formation and relevant consumer behavior models are introduced. Information processing, recent developments in economic theory and their contribution to describing and explaining relevant marketing problems are discussed as well. Market-Oriented Management Term: winter Length: 2 hours/week Grading: written exam (60 min.)

3 with examination: 5 Contents: Market-Oriented Management A market-oriented business policy is a major requirement for modern companies to withstand the increased competition. This course discusses the main concepts of competition and customer focused modern strategic management. Competitive strategies as well as approaches and instruments for managing customer satisfaction are presented. Additionally, we provide latest developments in the theory and management of customer oriented corporate culture and organization. Contemporary Strategies in Retailing Term: winter/summer Grading: written exam (45 min.) Length: 1 hour/week with examination: 2.5 Contents: Contemporary Strategies in Retailing This lecture deals with contemporary topics of retailing strategies presented by an expert of the retailing industry. The focus is on latest developments in the German retailing industry, which are discussed during the course. Interactive Marketing Term: winter/summer Grading: written exam (45 min.) Length: 1 hour/week with examination: 2.5 Contents: Interactive Marketing The lecture treats current topics and issues on marketing strategies and measures on the Internet. The lecturer is an expert in brand names and the Internet. The main focus of the course is on current information on consumer behavior practice on the Internet, which are discussed during class. Communication and Distribution Management Term: summer Grading:

4 written exam (60 min.) Length: 2 hours/week with examination: 5 Contents: Communication and Distribution Management This course is designed to familiarize students with the communication and distribution process of a business organization. The first part of the course covers the management of a company s communication effort, including topics like advertising, direct marketing, public relations, and sales promotions. A special focus is on brand management. The course covers the institutions, theoretical principles and managerial decisions relevant to communication management. The course focuses secondarily on analyzing marketing channels and the retail environment of a company. An emphasis is on the examination of the interactions between marketing strategy and the marketing mix elements. Marketing Planning and Controlling Term: winter/summer Grading: written exam (60 min.) Length: 2 hours/week with examination: 5 Contents: Marketing Planning and Controlling The purpose of this course is to provide relevant theory and practice as related to a planning, analysis and control framework for developing and evaluating marketing strategy and tactics. The course integrates the informational aspects of marketing decision-making. A special focus is on new concepts and approaches of value-based management covering the marketing-finance interface (Shareholder Value, Customer Value, Brand Equity, Balance Scorecard). To get a better understanding of the theory presented, practical examples are illustrated. Brand and Brand Relationship Management Term: summer Grading: written exam (45 min.) Length: 1 hour/week with examination: 2.5 Contents: Brand and Brand Relationship Management This course focuses on the practice of branding, the key components of brand equity, and the strategies and tactics involved in building and sustaining successful brands. The

5 psychological and cultural underpinnings of brand meanings are examined in depth from a consumer perspective. The managerial tasks and activities needed for developing and evolving successful brands are discussed, especially from the perspective of creating effective communications programs. The challenges of global branding and Internet brands are explored. Value creation in branding is considered in terms of understanding and managing the customer-brand relationship. The course will offer extended examples of the problems and opportunities faced by some well-known brands, and discuss what brand managers should do in such situations. Basics of Marketing Type of course: undergraduate level lecture Term: summer Grading: written exam (60 min.) Length: 2 hours/week with examination: 7.5 Contents: Basics of Marketing This course is designed as an introduction to the marketing system and basic marketing concepts. Marketing objectives and general marketing strategies as well as the foundations for efficient decision making in marketing are presented. An emphasis is on market monitoring and analysis and on all elements of the marketing mix: product, price, communication and distribution policies. Additionally, basic consumer behavior models are discussed. Basics of Marketing Type of course: exercise class Term: summer Length: 1 hour/week Examination: no : 0 (supplement to lecture) Contents: Basics of Marketing This course concentrates on exercises and their solutions. The exercises can be downloaded from the chair's homepage. Groups of 4-6 students work together on solutions to issues relevant to marketing. Each work group presents its solutions on a given date (presentation duration: maximum 15 minutes). Solutions are discussed and this interactivity is meant to make possible the solution-oriented acquisition of the tutorial's contents. In addition, the tutorial is meant to contribute to the depth and control of the state of knowledge in the field of marketing. The participants should acquire the ability to apply acquired

6 marketing knowledge to practical questions. The emphasis on group work, interaction and discussion is to contribute to the development of 'soft skills' Additional modules Research Seminar Consumer Behavior (Thesis Preparation Seminar) Type of course: seminar Term: winter Grading: research paper and oral presentation Length: 2 hours/week : 0 Contents: Research Seminar Consumer Behavior The seminar introduces students into the field of constructing and operationalizing marketing response and consumer behavior models. Aggregate (market) level and individual (decision) level models as well as their applications under specific industry settings are presented. Project Seminar (Thesis Preparation Seminar) Type of course: seminar Term: summer Grading: research paper and presentation in front of department and cooperating company Length: 2 hours/week : 0 Contents: Project Seminar (Seminar) This seminar is organized in cooperation with a company or another department. Students work together in small teams on a business case advised by an employee of the department. All participants are involved at all stages of the research process related to interdisciplinary or practical management. The seminar, thus, gives detailed insights into the antecedents and consequences of applying marketing strategies to real world business problems. Consumer Behavior and Brand Management (Doctoral Seminar) Examination: no Term: summer Grading: Length: 1 hour/week : 0

7 Contents: Consumer Behavior and Brand Management Table of Contents: Topic 1: Research on consumer goals Topic 2: A-Journal publication process insights Topic 3: Distinctive Brand Cues and Memory for Product Consumption Experiences Topic 4: Discussion of a selected paper that went through the research process of JCR or JAMS Thesis: In order to qualify for a thesis in Marketing, either the research seminar Consumer Behavior or the project seminar (or the seminar of the chair of Prof. Homburg) has to be completed successfully. Additionally, a written proposal of goals, methods and expected results of the thesis is required. The thesis must be completed within four months.

8 5.2 Chair of Business Administration and Marketing I Professor Dr. Christian Homburg Address: Universität Mannheim Lehrstuhl für Allgemeine Betriebswirtschaftslehre und Marketing I L 5, 1 D Mannheim Phone: +49 (0)621/ Fax: +49 (0)621/ Internet: prof.homburg@bwl.uni-mannheim.de Curriculum Winter Term Lecturer hours/ week Product Management and Pricing (lecture + tutorials) Services Marketing and Business-to- Business Marketing Implementation of Strategic Marketing Concepts (in English) Recent Developments and Case Studies in Business-to-Business Marketing (in English) Recent Developments in Marketing Research (Thesis Preparation Seminar) Homburg/Assistants Homburg Pfahlert Beutin Homburg/Assistants ECTS Credits Doctoral Seminar Homburg 2 0 Summer Term

9 Market-Oriented Management and Marketing Management Homburg 2 5 Market Research (lecture) Homburg/Assistants 2 5 Implementation of Strategic Marketing Concepts (in English) Recent Developments and Case Studies in Business-to-Business Marketing (in English) Consumer Behavior: Implications for Retailing (in English) Recent Developments in Marketing Research (Thesis Preparation Seminar) Consumer Behavior Research and Retailing (Doctoral Seminar) Pfahlert Beutin Hoyer Homburg/Assistants Hoyer Doctoral Seminar Homburg Course description Product Management and Pricing and tutorial Term: winter Length: 3 hours/week Grading: written exam with examination: 7.5 Contents: Product Management and Pricing The lecture and tutorials focus on the two marketing mix instruments: product management and pricing. Table of contents: 1. Product Management a) Principles of Product Management b) Management of Innovations c) Management of Existing Products d) Brand Management 2. Pricing a) Principles of Pricing b) Pricing Theory c) Behavioral Pricing d) Price Setting

10 e) Pricing Excellence Services Marketing and Business-to-Business Marketing and tutorials Term: winter Length: 2 hours/week Grading: written exam with examination: 5 Contents: Services Marketing and Business-to-Business Marketing This lecture represents the institutional perspective of marketing. We examine the specific characteristics for services and business-to-business marketing, trade marketing and international marketing. Implications for the marketing mix are addressed. Table of contents: I. Business-to-Business Marketing II. Services Marketing III. Trade Marketing IV. International Marketing Implementation of Strategic Marketing Concepts Term: winter and summer Grading: written exam Length: 1 hour/week with examination: 2.5 Contents: Implementation of Strategic Marketing Concepts The course provides an overview of analytical and implementation-oriented concepts of strategic relevance. Theoretical foundations are discussed and examples from the business context are given. Another focus of the course is the transition of these concepts into the processes and structures of companies. Difficulties which can occur are addressed. Table of Contents: 1. Core Elements of a Business Strategy 2. Competition Models 3. Demand and Customer Value

11 4. Strategic Options 5. Strategy Implementation into the Marketing Mix 6. Adaptation of Processes and Structures 7. Evaluation of Success and Continuous Learning Recent Developments and Case Studies in Business-to-Business Marketing and case studies (in English) Term: winter and summer Grading: presentation and paper Length: 1 hour/week : 2.5 Contents: Recent Developments and Case Studies in Business to Business Marketing The course provides an overview of recent developments and new trends in business-tobusiness marketing. Theoretical foundations are discussed and case studies are included to explain new analytical and implementation-oriented concepts and instruments in business-to business marketing. The main focus of the course lies on the preparation and presentation of cases in the business-to-business context by the students. Table of Contents: 1. Marketing Strategy 2. Marketing Planning 3. Product Management 4. Price Management 5. Sales/Channel Management 6. Communication Management 7. Market Research 8. CRM Market-Oriented management and marketing management Term: summer Length: 2 hours/week Grading: written exam

12 with examination: 5 Contents: Market-Oriented Management and Marketing Management This lecture addresses mainly implementation issues of market orientation in practice. Especially strategic issues, the role of marketing within a company and the design of management systems are examined. Table of contents: Strategic Marketing Marketing Implementation Marketing Organization Marketing Controlling Human Resource Management in Marketing Market-Oriented Management Market-Oriented Culture Market-Oriented Management Systems Market Research Term: summer Length: 2 hours/week Grading: written exam with examination: 5 Contents: Market Research Aim of the lecture is to explain basic methods of data collection, sampling, and aspects of coding and editing of data as well as data interpretation. Quantitative methods of data analysis are a special focus of the course. Methods discussed include regression analysis, factor analysis, causal analysis, cluster analysis and conjoint analysis. Table of contents: 1. Methods of Data Collection 2. Measurement and Scales 3. Sampling 4. Coding und Editing 5. Data Analysis and Interpretation

13 Consumer Behavior: Implications for Retailing (in English) Term: summer Length: 1 hour/week Grading: written exam with examination 2.5 Contents: Consumer Behavior: Implications for Retailing This course will examine the key aspects of consumer behavior which is defined at the acquisition, consumption and disposition of goods, services, time and ideas by decision-making units and how this process has important implications for retailing. This includes topics such as the importance of consumer behavior in retailing, information processing, decision making and store choice (both high effort and low effort), customer satisfaction/dissatisfaction and customer service. In addition, implications for retailing strategy (especially marketing communications) are stressed throughout. Table of Contents: Topic 1: Information Processing Motivation, Ability and Opportunity to Process Exposure and Attention (Visual Merchandising) Reception Topic 2: High-Involvement Decision Making Information Search and Shopping Behavior The New Era of the Internet The Decision Process Store Choice Key Strategies for High Involvement Shoppers Topic 3: Low Involvement Decision Making and Shopper Types Decision Tactics Shopper Typologies Influencing the Decision-Making Process Key Strategies for Low-Involvement Shoppers Topic 4: Customer Satisfaction and Value-Added Services Importance of Customer Satisfaction and Loyalty Increasing Customer Retention

14 The Importance of Customer Service and Value-Added Services in Retailing Additional modules Recent Developments in Marketing Research Type of course: thesis preparation seminar Term: winter and summer Examination: no Grading: yes : 0 Contents: Recent Developments in Marketing Research The course prepares students to write their thesis at the chair of Professor Homburg. Students review current marketing literature. A paper and a presentation are required. Consumer Behavior Research and Retailing (Doctoral Seminar) Term: winter and summer Grading: written exam Length: 1 hour/week : 0 Contents: Consumer Behavior Research and Retailing This course will examine the key aspects of consumer behavior research which is defined at the acquisition, consumption and disposition of goods, services, time and ideas by decision making units and how this process has important implications for retailing. This includes topics such as information processing, decision making and store choice (both high effort and low effort), customer satisfaction/dissatisfaction and customer service. Table of Contents: Topic 1: Information Processing Motivation, Ability, and Opportunity to Process Exposure and Attention (Visual Merchandising) Reception Topic 2: High-Involvement Decision Making

15 Information Search and Shopping Behavior The New Era of the Internet The Decision Process Store Choice Topic 3: Low Involvement Decision Making and Shopper Types Decision Tactics Shopper Typologies Influencing the Decision-Making Process Topic 4: Attitude Change Theories of Attitude Change Key Strategies for High-Involvement Shoppers Key Strategies for Low-Involvement Shoppers Topic 5: Customer Satisfaction and Value-Added Services Importance of Customer Satisfaction and Loyalty Increasing Customer Retention The Importance of Customer Service and Value-Added Services in Retailing

16 5.3 Chair of Business Administration & Marketing III Sabine Kuester, Ph.D. Professor of Marketing Address: Universität Mannheim Lehrstuhl für Allgemeine Betriebswirtschaftslehre und Marketing III Kaiserring (4th floor) D Mannheim Phone: +49 (0)621/ Fax: +49 (0)621/ Internet: kuester@bwl.uni-mannheim.de Curriculum Winter Term Lecturer hours / week ECTS- Credits International Marketing, Track 1 * (in English) Kuester 2 5 International Marketing, Track 2 * (in English) Kuester 2 5 International Marketing, Track 3 * (in English) Kuester 2 5 Research Seminar (Thesis Preparation Seminar) (in English) Kuester 2 0 Doctoral Seminar (in English) Kuester 2 0 Summer Term Lecturer hours/ week ECTS- Credits International Marketing, Track 1 * (in English) Kuester 2 5 International Marketing, Track 2 * (in English) Kuester 2 5 International Marketing, Track 3 * (in English) Kuester 2 5

17 Practice Seminar (Thesis Preparation Seminar) (in English) Kuester 2 0 Doctoral Seminar (in English) Kuester 2 0 * Tracks are identical. Students are allocated to either Track 1, 2 or 3 to keep student numbers small for each lecture track. Once allocated a track, switching is not possible Course description International Marketing, Track 1-3 and cases (in English) Term: Winter/ Summer Length: 2 hours / week Contents: International Marketing Grading: class participation (10%), case presentation (40%) and final exam (50%) with examination: 5 International Marketing is designed for students who expect to undertake international marketing assignments, work for multinational corporations or help smaller companies expand internationally. The course portrays opportunities and competitive challenges in international market settings and pays special attention to the different international branding approaches. A written case analysis and an in-class team presentation of a case are integral parts of this course in order to enable students to apply their knowledge of marketing concepts to actual international business situations. At the end of the course, students will be able to identify and evaluate opportunities in international markets, to adapt marketing programs for specific markets, and to develop international marketing strategies including the international branding strategy. Research Seminar (RS)/ Practice Seminar (PS) - Thesis Preparation Seminar Type of course: thesis preparation seminar (in English) Term: Winter (RS)/ Summer (PS) Examination: no Grading: paper (70%) and presentation

18 (30%) Length: 2 hours / week : with examination: 0 Contents: Thesis Preparation Seminar The course prepares students to write their thesis at Professor Kuester s department. Students explore a topic by reviewing current marketing literature (RS) or by researching a practical problem in cooperation with a corporate partner (PS). A seminar paper and an inclass presentation are required for both seminars.