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Marketing Controlling

Module name (EN):
Name of module in study programme. It should be precise and clear.
Marketing Controlling
Degree programme:
Study Programme with validity of corresponding study regulations containing this module.
Marketing Science, Master, ASPO 01.04.2016
Module code: MAMS-562
SAP-Submodule-No.:
The exam administration creates a SAP-Submodule-No for every exam type in every module. The SAP-Submodule-No is equal for the same module in different study programs.
P420-0016
Hours per semester week / Teaching method:
The count of hours per week is a combination of lecture (V for German Vorlesung), exercise (U for Übung), practice (P) oder project (PA). For example a course of the form 2V+2U has 2 hours of lecture and 2 hours of exercise per week.
4V (4 hours per week)
ECTS credits:
European Credit Transfer System. Points for successful completion of a course. Each ECTS point represents a workload of 30 hours.
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]
Applicability / Curricular relevance:
All study programs (with year of the version of study regulations) containing the course.

DFMM-MAMS-562 Management Sciences, Master, ASPO 01.10.2019 , semester 1, optional course
MAMS-562 (P420-0016) Marketing Science, Master, ASPO 01.04.2016 , optional course
MARPF-562 (P420-0016) Accounting and Finance, Master, ASPO 01.10.2017 , optional course
MARPF-562 (P420-0016) Accounting and Finance, Master, SO 01.04.2025 , optional course
MASCM-562 (P420-0016) Supply Chain Management, Master, ASPO 01.04.2016 , optional course
MASCM-562 (P420-0016) Supply Chain Management, Master, ASPO 01.04.2017 , optional course
Workload:
Workload of student for successfully completing the course. Each ECTS credit represents 30 working hours. These are the combined effort of face-to-face time, post-processing the subject of the lecture, exercises and preparation for the exam.

The total workload is distributed on the semester (01.04.-30.09. during the summer term, 01.10.-31.03. during the winter term).
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 30.08.2021]
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 Jul  2 02:44:37 CEST 2025, CKEY=rmc, BKEY=msm2, CID=MAMS-562, LANGUAGE=en, DATE=02.07.2025]