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Contents:

Another important section of the marketing discipline-besides principles of marketing-is the implementation of marketing decisions (4 Ps). In the first part of the lecture, we discuss different policies about managing markets. In this context, we start with covering product policy, which contains of the shell model as well as a dynamic approach along the product life cycle. In pricing policy we discuss possibilities how to set prices (i.e., cost-, customer, and competition-based), and instruments of pricing. Main questions of distribution policy are acquisition of customers and intermediaries as well as logistics. Finally, in communication policy we address the appropriate configuration of a seller's communication messages and corresponding media use for its target groups. In the second part, we take an international look on marketing from a European perspective, that is, the coordination of country markets. While we start with the importance of international marketing and the concept of coordination, important topics in this part are going and being international. We discuss different management tasks that cover, for example, the market selection and market entry (going international), and decisions within ongoing marketing activities (being international). The lecture additionally uses in class discussions and case studies. A written exam will take place at the end of the semester.

Backhaus, K., Büschken, J. and Voeth, M. (2004), International Marketing, Houndmills: Palgrave.

Kotter, P. and Armstrong, G. (2015), Principles of Marketing, 16th ed., Harlow: Pearson.

Kotter, P. and Keller, K. L. (2015), Marketing-Management, 15th ed., Boston: Pearson.