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Marketing Controlling

Module name (EN): Marketing Controlling
Degree programme: Supply Chain Management, Master, ASPO 01.04.2016
Module code: MASCM-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:
German
Assessment:
Written exam (can be repeated semesterly, 90 min.) and term paper with presentation (can be repeated annually)
Curricular relevance:
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
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. Tatjana König
Lecturer:
Prof. Dr. Daniel Stenger


[updated 10.03.2016]
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]
[Mon Jul 13 06:59:20 CEST 2020, CKEY=rmc, BKEY=scm2, CID=MASCM-562, LANGUAGE=en, DATE=13.07.2020]