Marketing Controlling
MARPF-562
P420-0016
rpfm2
4
V
6
0
no
German
Written exam (can be repeated semesterly, 90 min.) and term paper with presentation (can be repeated annually)
DFMM-MAMS-562
Management Sciences
0
mandatory course
MAMS-562
Marketing Science
0
optional course
MARPF-562
Accounting and Finance
0
optional course
MASCM-562
Supply Chain Management
0
optional course
MASCM-562
Supply Chain Management
0
optional course
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.
Prof. Dr. Tatjana König
tko
Prof. Dr. Daniel Stenger
dsg
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
_ 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
Lecture with exercises and case studies
- 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.
Fri Mar 29 12:20:22 CET 2024, CKEY=rmc, BKEY=rpfm2, CID=[?], LANGUAGE=en, DATE=29.03.2024