The special modules devoted to marketing provide undergraduates (6th semester) with an opportunity to explore marketing topics in greater depth. We currently offer the following modules:

• PO 2022

  • Entrepreneurial Marketing: This module builds on the obligatory module Marketing Management and Marketing Analytics and highlights the challenges for entrepreneurial ventures. Next to offering value through innovative products and services to their (prospect) customers, they need to focus on customer acquisition to ensure the sustainability of their business model. Moreover, new ventures have limited resources (financial, HR) to promote their offerings. Professor Thorsten Wiesel (IWM) discusses how new ventures can bring their marketing strategy to 'life' and manage the marketing mix given their limited resources.
  • Foundations of Innovation Management: In this course, Professor Thorsten Hennig-Thurau (LMM) presents the management of innovations. With the aid of real-life examples concerning successful and somewhat less successful innovations, students are familiarized with requirements and success factors relevant to new products.

  • Marketing Strategy in Action: This course builds on students’ knowledge of Marketing Management and Marketing Analytics and focuses on how firms can formulate market-driven business strategies. In the context of a computer simulation, each student group must make market decisions that have long-term consequences in addition to short-term results. Therefore, the course broadens the students’ understanding of product innovation management, as well as effective product portfolio management in a dynamic market environment.

  • Price Management: This course deals with the managerial perspective of price management as it picks up specific objectives and instruments of price management and highlights both strategic and operational aspects of the pricing process. The module builds on the contents of Marketing Management, Marketing Analytics as well as Microeconomics.

  • Special Topics in Marketing A + B: In these modules, the marketing specification is further deepened by addressing current topics or specific marketing issues.

• PO 2017

  • Services Marketing: Topic areas germane to this field of investigation include the differentiation of services and products and the successful management of the services offered by a company. In this course, Professor Thorsten Hennig-Thurau (LMM) deals with key success factors such as customer satisfaction and service quality. He also demonstrates how long-term relationships with customers can be built up and maintained by taking account of these factors.
  • Entrepreneurial Marketing: This module builds on the obligatory module Marketing 1 and highlights the challenges for entrepreneurial ventures. Next to offering value through innovative products and services to their (prospect) customers, they need to focus on customer acquisition to ensure the sustainability of their business model. Moreover, new ventures have limited resources (financial, HR) to promote their offerings. Prof. Dr. Thorsten Wiesel (IWM) discusses how new ventures can bring their marketing strategy to 'life' and manage the marketing mix given their limited resources.