Marketing II

Time and Room

Lecture (Prof. Dr. Sander), 2h.:

Tuesday, 11:45 – 13:15, C358
Wednesday, 08:15-09:45, A702 (every two weeks)

Tutorials, 1h. (1 Group) (every two weeks)

Group A: see Tutorial Schedule
Group B: Tuesday, 08:15 – 09:45, G227a

You can find an overview for the individual tutorial dates in the tutorial schedule (as of December 2019).

Exams:

First date: Wednesday, 26.02.2020, 11:30 - 13 Uhr, R712

Second date: Saturday, 02.06.2020, 17:00-18:30 Uhr, R611
Student and photo ID required!

Registration Periods:

First date: 21.01. – 27.01.2020

Second date: 11.05. – 18.05.2020, 12:00 

Exam review:

First date: Friday, 13.03.2020, 08:30 - 09:30 Uhr, F340.

Second date: Thu. 25.06.2020, from 12:30, room: Audimax. Registration is necessary, to participate. Further information is provided here.

Note: student and photo ID required! The exam review by someone else than the student, who wrote the exam, requires the submission of a written informal power of attorney to Jens.Dankerl@uni-konstanz.de (deadline: Wed. 24.06.2020, 16:00) aswell as at the exam review in paper.

The exam review timetable will be available on Wednesday, the 24th of June 2020, latest at 20:00. Access will be granted only to those, who are registered in the system (note the description in the "Materials"-section).

Description

Four marketing instruments are central to this course:

  • Product, product mix and service policy
  • Communication policy
  • Contracting policy
  • Distribution policy

The versatile application possibilities of these instruments are discussed in detail. The emphasis of the presentation is on a decision-oriented view in the sense of an optimal use of these instruments. Particular emphasis is placed upon product innovation in the framework of product policy, advertising and innovative communication instruments (product placements, sponsoring, event marketing) in the framework of communication policy, price policy in the framework of contracting policy and marketing and sales policy in the framework of distribution policy. In the final part of the course, it will be shown how these instruments can be combined to form an optimal marketing mix.

Teaching materials

Access to course material is only possible if you are logged in. Please use your regular university credentials (first_name.last_name) that you would also use for Webmail.

Foundational literature

Further literature

  • Ahlert, D.: Distributionspolitik, neueste Aufl., Stuttgart, Jena
  • Berndt, R., Hermanns, A. (Hrsg.) (1993): Handbuch Marketing-Kommunikation - Strategien, Instrumente, Perspektiven, Wiesbaden
  • Berndt, R.: Marketing 2 - Marketing-Politik, neueste Auflage, Berlin u.a.
  • Böcker, F.: Marketing, neueste Auflage, Stuttgart
  • Brockhoff, K.: Produktpolitik, neueste Auflage, Stuttgart, Jena
  • Diller, H.: Preispolitik, neueste Auflage, Stuttgart, Berlin, Köln
  • Koppelmann, U.: Produktmarketing - Entscheidungsgrundlage für Produktmanager, neueste Auflage, Berlin u.a.
  • Kroeber-Riel, W.: Strategie und Technik der Werbung, neueste Auflage, Stuttgart u.a.
  • Schmalen, H.: Kommunikationspolitik, neueste Auflage, Stuttgart, Berlin, Köln
  • Schmalen, H.: Preispolitik, neueste Auflage, Stuttgart, Jena
  • Schneider, F. (1991): Corporate-Identity-orientierte Unternehmenspolitik, Heidelberg
  • Schweiger, G., Schrattenecker, G.: Werbung, neueste Auflage, Stuttgart, New York
  • Simon, H., Fassnacht, M.: Preismanagement. Strategie - Analyse - Entscheidung - Umsetzung, neueste Auflage, Wiesbaden
  • Specht, G.: Distributionsmanagement, neueste Auflage, Stuttgart, Berlin, Köln

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