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Marketing

lecture

The lecture "Marketing" from Prof. Helm takes place weekly each winter term. It's course number 22026 in the University course catalog.

  • Thursday, 2 - 4 pm

Since the number of students will exceed 250, the lecture will be offered, corona-related and for the safety of all, as a screencast on the usual date.


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 21, 2021, Prof. Dr. Roland Helm will give you an overview of the content, structure and organization of lectures and exercises. It consists of a Zoom meeting, which is moderated by our research assistant, Christine Hofstetter, and the screencast by Prof. Dr. Helm.

The event will start with the Zoom meeting, on Thursday, October 21, 2021, at 2:15 p.m.

Here you will get the registration key for the Grips course "Exercise Fundamentals of Marketing", so that you can watch the screencast of Prof. Helm.
Following the screencast, the Zoom Meeting will continue to conclude the event with an introduction to the exercise and answering any questions.

Zoom-Meeting: uni-regensburg.zoom.us/j/68222040552
Meeting-ID: 682 2204 0552
Kenncode: 143214

    Schnelleinwahl mobil
    +496938079883,,68222040552#,,,,*143214# Deutschland
    +496938079884,,68222040552#,,,,*143214# Deutschland

    Einwahl nach aktuellem Standort
    +49 69 3807 9883 Deutschland
    +49 69 3807 9884 Deutschland
    +49 69 5050 0951 Deutschland
    +49 69 5050 0952 Deutschland
    +49 695 050 2596 Deutschland
    +49 69 7104 9922 Deutschland
    Meeting-ID: 682 2204 0552
    Kenncode: 143214
    Ortseinwahl suchen: uni-regensburg.zoom.us/u/chV1y8P2T

    Über SIP beitreten
    68222040552@fr.zmeu.us

    Über H.323 beitreten
    213.244.140.110 (Deutschland)
    Kenncode: 143214
    Meeting-ID: 682 2204 0552


For further questions, please don't hesitate to contact us. On Grips you will find accompanying information about the lecture and exercise.


exercise

Details about the exercise are communicated during the first lecture.

Exercise schedule:

Monday

08:00 - 10:00    digital via Zoom (Alina Güldenberg)

10:00 - 12:00   digital via Zoom (Alina Güldenberg)

Tuesdas

08:00 - 10:00    H 6 (in English) (Mona Riethmüller)

16:00 - 18:00    H 8 (Mona Riethmüller)

Wednesday

16:00 - 18:00    H 22 (Tobias Schacherbauer)

18:00 - 20:00    H 19 (Hannah Müller)

Thursday 

08:00 - 10:00    H 5 (Tobias Schacherbauer)

10:00 - 12:00    H 20 (Mona Riethmüller)

Friday  

10:00 - 12:00    digital via Zoom (Tobias Schacherbauer)

12:00 - 14:00    digital via Zoom (Hannah Müller)


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.



  1. HOMEPAGE UR

Chair of Strategic Industrial Marketing

Prof. Dr.

Roland Helm

Campus

Building RW(S), Room 229

Phone +49 941 943-5621

Fax +49 941 943-5622

e-mail: sigm@ur.de