| Module name (EN): Sector Marketing |
| Degree programme: Marketing Science, Master, ASPO 01.04.2016 |
| Module code: MAMS-230 |
| Hours per semester week / Teaching method: 4V (4 hours per week) |
| ECTS credits: 6 |
| Semester: 2 |
| Mandatory course: yes |
| Language of instruction: German |
| Assessment: Written exam (120 minutes / can be repeated semesterly) [updated 20.11.2019] |
| Applicability / Curricular relevance: DFMM-MAMS-230 Management Sciences, Master, ASPO 01.10.2018, semester 1, mandatory course MAMS-230 Marketing Science, Master, ASPO 01.04.2016, semester 2, mandatory 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. Frank Hälsig |
| Lecturer: Prof. Dr. Frank Hälsig Prof. Dr. Stefanie Jensen [updated 02.02.2016] |
| Learning outcomes: After successfully completing this module, students will, - be able to explain the significance and particularities of business-to-business marketing, service marketing and trade marketing. - be able to adapt the design options in marketing for companies in various sectors. - be able to analyze and evaluate marketing approaches for different business groups within the different sectors (business areas, service typologies). - be able to explain market structures and particularities of purchasing and procurement behavior and illustrate them using specific company examples. - Based on these examples, students will be able to make and justify implementation recommendations for management, market development and customer interaction. Services marketing: [updated 20.11.2019] |
| Module content: - Measurement and management of service quality (GAP and SERVQUAL models) - Strategic and instrumental features in service marketing Trade marketing: - Market structure and internationalization in trade - Manufacturer-dealer relationships - Functions of trading in particular against the background of transaction cost theory - Options for designing instruments, in particular assortment policy, Multi-Channel Retailing Business-to-business marketing: - Significance, delimitation and special features of business-to-business goods marketing - Organizational procurement behavior - Marketing approaches according to business field typologies in business-to-business marketing [updated 20.11.2019] |
| Teaching methods/Media: Lecture with exercises and case studies. [updated 20.11.2019] |
| Recommended or required reading: - Backhaus, K., Voeth, M.: Industriegütermarketing, latest edition, München. - Bruhn, M., Meffert, H. (Hrsg.): Handbuch Dienstleistungsmanagement, (latest edition), Wiesbaden. - Bruhn, M., Meffert, H. (latest edition): Dienstleistungsmarketing, Wiesbaden. - Bruhn, M., Stauss, B. (Hrsg.): Dienstleistungsqualität: Konzepte, Methoden, Erfahrungen, (latest edition), Wiesbaden. - Kleinaltenkamp M., Plinke W.: Strategisches Business-to-Business-Marketing, latest edition, Berlin. - Parasuraman, A., Zeithaml, V.A., Berry, L.L. (1998): SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality, in: Journal of Retailing, 64 (1), 12-40. - Pförtsch, W., Schmid, M. (latest edition): B2B-Markenmangement: Konzepte _ Methoden _ Fallbeispiele, München. - Zentes, J., Swoboda, B., Foscht, T. (latest edition): Handelsmanagement, Wiesbaden. - Zentes, J. (Hrsg.): Handbuch Handel, (latest edition), Wiesbaden. [updated 20.11.2019] |
[Sun Nov 28 12:00:49 CET 2021, CKEY=msmxm, BKEY=msm2, CID=MAMS-230, LANGUAGE=en, DATE=28.11.2021]