htw saar QR-encoded URL
Back to Main Page Choose Module Version:
emphasize objectives XML-Code


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.
Management Sciences, Master, ASPO 01.10.2018
Module code: DFMM-MAMS-562
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.
Semester: 1
Mandatory course: yes
Language of instruction:
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 01.10.2018 , semester 1, mandatory 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
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 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):
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Tatjana König
Lecturer: Prof. Dr. Tatjana König

[updated 17.08.2020]
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]
[Fri Jun 21 09:16:35 CEST 2024, CKEY=rmc, BKEY=dms3, CID=DFMM-MAMS-562, LANGUAGE=en, DATE=21.06.2024]