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Marketing Controlling

Module name (EN): Marketing Controlling
Degree programme: Marketing Science, Master, ASPO 01.04.2016
Module code: MAMS-562
Hours per semester week / Teaching method: 4V (4 hours per week)
ECTS credits: 6
Semester: according to optional course list
Mandatory course: no
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:
DFMM-MAMS-562 Management Sciences, Master, ASPO 01.10.2018, semester 1, mandatory course
MAMS-562 Marketing Science, Master, ASPO 01.04.2016, optional course
MARPF-562 Accounting and Finance, Master, ASPO 01.04.2016, optional course
MASCM-562 Supply Chain Management, Master, ASPO 01.04.2016, optional course
MASCM-562 Supply Chain Management, Master, ASPO 01.04.2017, 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.
Recommended prerequisites (modules):
Recommended as prerequisite for:
Module coordinator:
Prof. Dr. Tatjana König
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]
[Sat Dec  4 02:38:51 CET 2021, CKEY=rmc, BKEY=msm2, CID=MAMS-562, LANGUAGE=en, DATE=04.12.2021]