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 groupMaster students (M.Sc.) - ETD European Triple Degree
Course typeLecture, tutorial (in cooperation with Prof. Dr. Schwaiger)
RotationWinter term
Hours per week2 (lecture), 2 (tutorial)
GradingWritten exam (120 minutes)
Credits6 ECTS in P1 (Fundamentals in Management) - PSTO 2018
Course languageEnglish
Time/RoomRefer to LSF for lecture and tutorial
ContactFor 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