Marketing Performance Management
Fundamental aspects of marketing performance management, with special emphasis on marketing controlling
Quick Info: ETD Master ׀ Lecture, tutorial ׀ English ׀ Winter term ׀ ECTS 6
General Information
| Target group | Master students (M.Sc.) - ETD European Triple Degree |
|---|---|
| Course type | Lecture, tutorial (in cooperation with Prof. Dr. Schwaiger) |
| Rotation | Winter term |
| Hours per week | 2 (lecture), 2 (tutorial) |
| Grading | Written exam (120 minutes) |
| Credits | 6 ECTS in P1 (Fundamentals in Management) - PSTO 2018 |
| Course language | English |
| Time/Room | Refer to LSF for lecture and tutorial |
| Contact | For organizational questions, please contact Susanne Adler. |
Further course information
Course Overview
The objective of this course is to define and explain the fundamental aspects of marketing performance management, with special emphasis on marketing controlling. After successful completion of this course, students will know the basics of marketing controlling and be able to apply instruments used for marketing performance management. Further, students will understand the emergence and relevance of fundamental marketing concepts and metrics, as well as have a sound understanding of different measurement approaches. Students will learn the relevant theoretical foundations and models, as well as getting hands-on exercises and reviewing business examples to engage in independent and critical reflection on the contents.
Course Structure
- From the transaction- to the relationship-paradigm in marketing
- Methods of marketing performance management
- Measurement theory
- Factor analysis
- Structural equation modeling
- Customer management
- Customer satisfaction
- Customer valuation
- Corporate branding
- The value of a brand
- Measuring brand value
- Managing brand value