| Module name (EN): Marketing Controlling |
| Degree programme: Marketing Science, Master, ASPO 01.04.2016 |
| Module code: MAMS-562 |
| Hours per semester week / Teaching method: 4V (4 hours per week) |
| ECTS credits: 6 |
| Semester: according to optional course list |
| Mandatory course: no |
| Language of instruction: German |
| Assessment: Written exam (can be repeated semesterly, 90 min.) and term paper with presentation (can be repeated annually) [updated 05.12.2019] |
| Curricular relevance: DFMM-MAMS-562 Management Sciences, Master, ASPO 01.10.2018, semester 1, mandatory course MAMS-562 Marketing Science, Master, ASPO 01.04.2016, optional course MARPF-562 Accounting and Finance, Master, ASPO 01.04.2016, optional course MASCM-562 Supply Chain Management, Master, ASPO 01.04.2016, optional course MASCM-562 Supply Chain Management, Master, ASPO 01.04.2017, optional course |
| Workload: 60 class hours (= 45 clock hours) over a 15-week period. The total student study time is 180 hours (equivalent to 6 ECTS credits). There are therefore 135 hours available for class preparation and follow-up work and exam preparation. |
| Recommended prerequisites (modules): None. |
| Recommended as prerequisite for: |
| Module coordinator: Prof. Dr. Tatjana König |
| Lecturer: Prof. Dr. Daniel Stenger [updated 09.03.2016] |
| Learning outcomes: After successfully completing this module, students will: _ understand the interface function of marketing controlling. _ be familiar with the relevant instruments of strategic and operative marketing controlling and be able to apply them to real cases. _ be able to calculate and evaluate the impact and profitability of marketing measures. _ understand and be able to apply complex performance measurement systems. _ be able to process analysis results for marketing controlling and present them clearly in a presentation [updated 05.12.2019] |
| Module content: _ Classification of marketing controlling o Functions and tasks o Organizational integration and interfaces _ Strategic marketing controlling o Market and customer analysis o Employee analysis o Brand controlling o Marketing target systems _ Operative marketing controlling o Product and service controlling o Price controlling o Communication and sales promotion controlling o Sales controlling _ Innovative approaches in marketing controlling [updated 13.09.2018] |
| Teaching methods/Media: Lecture with exercises and case studies [updated 13.09.2018] |
| Recommended or required reading: - Reinecke, Sven/ Eberharter, Jasmin (2010): _Marketingcontrolling 2010: Einsatz von Methoden und Verfahren des Marketingcontrollings in der Praxis_, in: Controlling _ Zeitschrift für Erfolgsorientierte Unternehmenssteuerung, 22. Jg., Nr. 8/9, pp. 438-447. - Reinecke, Sven/ Janz, Simone (2007): Marketingcontrolling: Sicherstellen von Marketingeffektivität und _effizienz. Stuttgart: Kohlhammer Verlag. - Reinecke, Sven/ Tomczak, Torsten (Hrsg.) (2006): Handbuch Marketingcontrolling: Effektivität und Effizienz einer marktorientierten Unternehmensführung, Wiesbaden: Gabler. - Ziehe, Nicola (2013): Marketing-Controlling. Köln: Johanna-Verlag. [updated 05.12.2019] |
[Wed Apr 21 23:51:00 CEST 2021, CKEY=rmc, BKEY=msm2, CID=MAMS-562, LANGUAGE=en, DATE=21.04.2021]