Marketing

The lecture "Marketing" by Prof. Helm takes place every winter semester, course number 22026 in the course catalog.

• Wednesday
• 12:00 -14:00 s.t.
• Lecture theatre: H15
• weekly

For ERASMUS/exchange students: To register, please send an e-mail with your student number and home university to sigm​(at)​ur.de. (opens your email program)

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The module name has been changed from "Fundamentals of Marketing" (PO 2015) to "Marketing" (PO 2021).
Double enrolment in the module with the "old name" and the module with the "new name" is not possible.

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Introductory Events for New Students

On the first session date, Prof. Dr. Roland Helm will give you an overview of the content, structure and organisation of the lecture and exercises in his Introductory Events for New Students.

Here you will receive the enrolment key for the Grips course "?bung Marketing".
On Grips you will find accompanying information on the lecture and tutorial. Documents in English are available for exchange students.

If you have any questions, please contact sigm​(at)​ur.de. (opens your email program)

The start date, structure and organisation of the exercises (course number 22027) will be announced in the Introductory Events for New Students (1st lecture at the beginning of the semester). The accompanying documents for the exercise will be made available to you digitally on Grips.

Which exercise is offered in English will be announced near the beginning of the semester.

The same content will be covered on all exercise dates within a week.

Exercise dates:

Monday

16:00 - 18:00 c.t. H 9

18:00 - 20:00 c.t. H 9

Tuesday

08:00 - 10:00 c.t. W 115

18:00 - 20:00 c.t. H 23

Wednesday

16:00 - 18:00 c.t. H 22 (English)

18:00 - 20:00 c.t. H 23

Thursday

08:00 - 10:00 c.t. H 22

12:00 - 14:00 c.t. H 3

Friday

12:00 - 14:00 c.t. VG 0.24

14:00 - 16:00 c.t. W 115

1. Principles of market-orientated corporate policy
1.1 Case study
1.2 Marketing in buyers' markets
1.3 Differentiated demand
1.4 Success factors of marketing
1.5 Marketing policy as a systematically planned, market-orientated corporate policy

2. Rational information processing and deriving decisions
2.1 Basic model of decision theory
2.2 Goals, strategies and decision-making
2.3 Contribution margin calculation as decision calculation

3. Principles of buyer behaviour
3.1 Methodological foundations
3.2 An overall model to explain purchasing behaviour
3.3 Microeconomic explanatory patterns
3.4 Psychological explanatory patterns
3.5 Sociological explanatory patterns

Marketing mix I: Service design

4. Product and innovation policy
4.1 Dimensions of product design
4.2 Positioning
4.3 Product evaluation
4.4 Product life cycle and innovation management

5. Pricing policy
5.1 Contents of pricing policy and pricing theory
5.2 Determination of price-sales functions
5.3 Derivation of optimal prices
5.4 Price differentiation
5.5 Special features of pricing policy

Marketing mix II: Service mediation

6. Distribution policy
6.1 Distribution services and instruments
6.2 Decisions on the type and structure of the market channel
6.3 Classic behavioural plans in the market channel
6.4 Cooperation in the market channel

7. Communication policy
7.1 Content and framework conditions of communication policy
7.2 Forms and system of market communication
7.3 Planning communication policy activities
7.4 Costs, control and organisation of communication policy activities

8. Special features of selected institutional areas of marketing

Roland Helm (2009): Marketing: Strategische Analyse und marktorientierte Umsetzung, 8th edition, UTB Lucius & Lucius, Stuttgart.

Roland Helm (2013): Marketing: Prüfungs- und Praxistraining, 5th edition, UVK Verlagsgesellschaft, Konstanz and Munich.