Department of Management Sciences Campus Rheinbach

course of study 9 Value of the marks for the final grade The marks of the module will be weighted with the credits of the module 10 Full-time lecturers and professor in charge of the mo

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Modules handbook Marketing M.Sc.

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Contents - overview

Curriculum 30

Modules of 1st Semester 41

1.1 Module Transformation & Digitalization 51.2 Module Product & Sales 7Module of the 2nd Semester 92

2.1 Module Marketing Implementation 10Semester inter-disciplinary modules of the 1st and 2nd semesters 123

3.1 Module Market Process & Strategy 133.2 Module Market Research & Data Management 15Semester inter-disciplinary modules of the 2nd and 3rd semesters 164

4.1 Module Promotion & Pricing 184.2 Module Negotiation 20Module of the 3rd Semester 225

5.1 Module Master’s thesis & Colloquium 23

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Modules of 1st Semester

Module Transformation & Digitalization A 10 6 § 14 Abs 3

Module Product & Sales B 8 4 § 14 Abs 3

Modules of 2nd Semester

Module Marketing Implementation C 12 6 § 14 Abs 3

Semester inter-disciplinary modules of 1st and 2nd semesters

Module Marketing Process & Strategy D 8 4 § 14 Abs 3

Module Market Research & Data Management E 16 8 § 14 Abs 3

Semester inter-disciplinary modules of 2nd and 3rd semesters

Module Promotion & Pricing F 8 4 § 14 Abs 3

Module of 3rd semester

Module Master´s thesis & Colloquium H 22 2 § 14 Abs 3

Total ECTS- points/number of hours 90

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Modules of 1st Semester

1

 Module Transformation & Digitalization

 Module Product & Sales

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1.1 Module Transformation & Digitalization

Transformation & Digitalization

Study-1st Sem

How frequently offered

2 Learning outcomes / Competences

The students acquire deeper knowledge about the process of transformation of nies Central to this process is the contribution of digitalization to the modification of ex-isting, or to the definition of new business models

compa-Furthermore, the students should be put in the position of having to recognize future

developments and evaluate them systematically

3 Contents

A1:

The content of the lecture builds on the basic knowledge acquired during the Bachelor course of study, whereby the emphasis is on the following points:

• Causes of transformation processes

• Description of the transformation process

• Success factors of transformation processes

• Analysis of appropriate benchmarks

A2:

The content of the lecture focuses on the systematic examination of future mega-trends and methods of identifying and judging these trends:

• Description and analysis of future mega-trends

• Description of various scenarios techniques

• Demonstration of various possibilities to use different techniques

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A3:

The content of the lecture focuses on imparting a deep understanding of the design and evaluation of business models:

• Analysis of business models

• Approaches to shaping business models

• Transformation of existing business models

• Evaluation of business models

The acquired insights will subsequently be adapted to the topic of an appropriate case study and consolidated analytically

4 Forms of teaching and learning

Seminar lessons, project work, group work, case examples, case studies

5 Preconditions for participation

Formal: none

Contents: none

6 Forms of examination

Written exam and presentation

7 Preconditions for awarding credit points

The written exam on the modules and the presentation must be passed Details are given

in regulation § 14 paragraph 3 in combination with § 16 of the exam regulations (PO)

8 Using the modules (in other courses of study)

Exclusively compulsory component of the Marketing (M.Sc.) course of study

9 Value of the marks for the final grade

The marks of the module will be weighted with the credits of the module

10 Full-time lecturers and professor in charge of the module

Prof Dr Jens Böcker and professors of the Department of Management Sciences, as well

as external tutors (alternating)

11 Other Information

The specific literature relating to the chosen disciplines will be made known in the tures and seminars

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lec-1.2 Module Product & Sales

Product and Sales

se-1 Sem

How frequently offered

The students acquire deeper knowledge about the whole spectrum of product- /innovation- and distribution policies The success factors when designing products and the processes associated with them are the central focus here Moreover, the different variations in distribution will be presented and discussed in detail, along with the deciding criteria underpinning them

3 Contents

The following contents will be presented and discussed in B1:

• Goals of product-policy decisions

• Overview of the policy decisions relating to products and programs

• Description of product innovation and the various kinds of innovation

• Tasks and process of product management

• Taking prevailing conditions into account when making product policy decisions

The following contents will be presented and discussed in B2:

• Goals and prevailing conditions of policy decisions relating to distribution

• Overview and selection criteria of distribution channels

• Interplay of online and offline channels

• Characteristics of online distribution platforms

• Steering and controlling distribution-policy decisions

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Formal: none

Contents: none

Written exam

The written exam on the modules must be passed Details are given in regulation § 14 paragraph 3 in combination with § 16 of the exam regulations (PO)

Prof Dr Jens Böcker and professors of the Department of Management Sciences, as well

as external tutors (alternating)

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lec-Module of the 2nd Semester

2

 Module Marketing Implementation

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2.1 Module Marketing Implementation/International Marketing

Marketing Implementation/International Marketing

The students acquire deeper knowledge about putting marketing policy measures into action to successfully deal with markets There is a particular focus on taking into account international considerations (dealing with international markets, globalization, etc)

3 Contents

C1:

The content of the lecture builds on the basic knowledge acquired during the Bachelor course of study, whereby the emphasis is on the following points:

• Approaches to successful implementation of marketing concepts

• Success control of measures put into action

• Challenges of international marketing

• International marketing strategies

• International marketing channels

C2:

The acquired knowledge will subsequently be adapted to the topic of an appropriate case study and consolidated analytically

Formal: none

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Will be announced at the beginning of the semester

Prof Dr Jürgen Bode (requested) and professors of the Department of Management ences, as well as external tutors (alternating)

Sci-11 Other Information

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lec-Semester inter-disciplinary modules of the 1st and 2nd semesters

3

 Module Marketing Process & Strategy

 Module Market Research & Data Management

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3.1 Module Market Process & Strategy

Marketing Process & Strategy

se-1st-2nd Sem

How often fered

of-Annual start in the winter semester

The students acquire an overview of the various procedural steps in the marketing ception process They learn the theoretical basis and application of posing practical ques-tions They are in a position to classify and rank selected questions which are posed in the marketing conception process Moreover, the students gain an overview of the relevant instruments and methods, and are also then able to apply these instruments and meth-ods In addition to the description and explanation of marketing relevant phenomena, there is also special emphasis on normative statements

con-3 Contents

The content of the lecture builds on the material taught relating to marketing, acquired during the Bachelor course of study, whereby the focus is on the marketing conception process The following procedural steps are dealt with:

• Research into buyers’ behaviour

• Marketing-implementation and controlling

In addition to fundamental theoretical and practically oriented contents, a particular nection to the digitalization of markets and business models will be made, and the chal-lenges for modern marketing illustrated Moreover, the theoretical basis for marketing will be dealt with and different part-areas, such as B-to-C- and B-to-B marketing delineat-

con-ed In addition, this lecture demonstrates an overview which makes it easier for students

to classify and rank the further modules contained in the Masters course of study

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Formal: none

Contents: none

Prof Dr Alexander Pohl (responsible for the module) and professors of the Department of Management Sciences, as well as external tutors (alternating)

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lec-3.2 Module Market Research & Data Management

Market Research & Data Management

E1: Market Research

E2: Data Management/

The students gain knowledge about the conventional multi-variant statistical processes and the indications of their application They know about pre-conditions for the applica-tion of the processes and can judge the appropriateness of their application They can operate evaluation software, interpret the results and reflect on them against the back-ground of research questions and hypotheses

3 Contents

E1:

The content of the lecture builds on the knowledge of statistics acquired during the elor course of study (BWL), whereby their knowledge of multi-variant analysis methods is extended and consolidated:

Bach-• Multivariate Variance-/Co-variance analysis

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The students are given an overview of the entire marketing conception process The focus

is on market analysis, whereby the basis of research into buyers’ behaviour, buyer types and market research is dealt with These aspects can be regarded as preconditions for strategic marketing and operative marketing measures The following contents will be presented and discussed:

• Research into buyers’ behaviour

• Buyer types

• Market research

• Marketing programs

Formal: none

Contents: none

8 Using the module (in other courses of study)

The marks of the module will be weighted with the credit of the module

Prof Dr Alexander Pohl and professors of the Department of Management Sciences, as well as external tutors (alternating)

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 Module Promotion & Pricing

 Module Negotiation

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4.1 Module Promotion & Pricing

Promotion & Pricing

The students gain deeper knowledge about the marketing instruments communication policy and price policy They acquire the basic theoretical knowledge and are in a position

to make decisions oriented towards applications in both instrumental areas They learn how to deal critically with both these instruments

3 Contents

The lecture is dedicated to the aims of the marketing-mix instruments communication and price The theoretical basis of these instruments is presented with reference to cur-rent research In addition to this basis there is a practice-oriented emphasis on designing instruments in digital markets and working out their particular challenges The following contents will be presented and discussed:

F1:

• Basis and definitions

• Communication strategy

• Communication instruments

• Development of communication concepts

• Emphasis: online marketing; interactive communication

F2:

• Basis and definitions

• Classic price theory and behavioral pricing

• Price finding

• Price design (price differentiation)

• Emphasis: pricing of digital products and in digital distribution channels

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Formal: none

Contents: none

8 Using the module (in other courses of study)

The marks of the module will be weighted with the credit of the module

Prof Dr Alexander Pohl and professors of the Department of Management Sciences, as well as external tutors (alternating)

11 Other information

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