lecture
The lecture "Marketing" from Prof. Helm takes place weekly each winter term. It's course number 22026 in the University course catalog.
- wednesday 12-14h H15
The module name has been changed from "Fundamentals of Marketing" (PO 2015) to "Marketing" (PO 2021).
A double assignment of the module with "old name" and the module with "new name" is not possible.
Introductory event
During the introductory event, Thursday, October 20, 2022, Prof. Dr. Roland Helm will give you an overview of the content, structure and organization of lectures and exercises.
Access key to the GRIPS-Cours to the exercise class "Marketing" will be provided. On Grips you find accompanying information and material. Exchange students are provided with a script in English.
For further questions, please don't hesitate to contact us via sigm@ur.de.
exercise
Details about the exercise are communicated during the first lecture. Information and accompanying material will be supplied via Grips.
At beginning of semester will be published, which exercise is offered in English.
Exercise schedule:
Monday
16:00 - 18:00 c.t. H 47
18:00 - 20:00 c.t. H 26
Tuesdays
08:00 - 10:00 c.t. H 12
18:00 - 20:00 s.t. H 8
Wednesday
16:00 - 18:00 c.t. H 52 (englisch)
18:00 - 20:00 s.t. H 9
Thursday
08:00 - 10:00 c.t. H 14
12:00 - 14:00 c.t. H 26
Friday
12:00 - 14:00 c.t. VG 2.39
14:00 - 16:00 c.t. VG 2.44
structure
1. Principles of a market orientated business policy
1.1 Case study
1.2 Marketing on consumer markets
1.3 Differentiated demand
1.4 Factors of success of marketing
1.5 Marketing policy as a systematically planned market orientated business policy
2. Rational information processing and deduction of decisions
2.1 Decision theory -basic model
2.2 Goals, strategies and decision making
2.3 Contribution margin calculation as decision basis
3. Regularities of consumer behavior
3.1 Methodic principles
3.2 A comprehensive model of buyer behavior
3.3 Micro-economic explanatory model
3.4 Psychologic explanatory models
3.5 Sociologic explanatory models
Marketing-Mix I:
4. Product and innovation policy
4.1 Dimensions of product design
4.2 Positioning
4.3 Product assesment
4.4 Life cycles in product and innovation management
5. Pricing policy
5.1 Contents of the pricing policy and theory of pricing
5.2 Determination of price-sales-curves
5.3 Derviation of optimal prices
5.4 Price differentation
5.5 Specialities within pricing
Marketing-Mix II:
6. Distribution policy
6.1 Instruments of distribution
6.2 Decisions about the kind and the structure of the market channel
6.3 Actions in distribution channels
6.4 Collaboration in distribution channels
7. Communications policy
7.1 Content and parameters of communications policies
7.2 Forms and system of market communication
7.3 Planning of activities in communications policies
7.4 Costs, control and design of activities in communications policies
8. Features of selected institutional areas of marketing
8.1 Features of selected institutional areas of marketing
8.2 Specialities of services
literature
Roland Helm (2009): Marketing: Strategische Analyse und marktorientierte Umsetzung, 8. Auflage, UTB Lucius & Lucius, Stuttgart.
Roland Helm (2013): Marketing: Prüfungs- und Praxistraining, 5. Auflage, UVK Verlagsgesellschaft, Konstanz und München.
