skip to content

Principles of Marketing

Lecture (14266.0800)

Instructor: Prof. Dr. André Marchand
Date: April 3, 4, 10, 11, 17 and 18, 2019
Time: 2pm - 5:30pm
Room: Building 100, Hörsaal XVIII

Exercise (14266.0801)

Instructor: Friederike Gobrecht
Date: April 24, May 2, 8, 9 and 15, 2019
Time: 2pm - 5:30pm
Room: Building 100, Hörsaal XVIII

Tutorials (14266.0802)

Instructor: Tutors
Date: Various Dates (see Klips)
Time: Various Times (see Klips)
Room: Various Rooms (see Klips)

We will focus on the lecture in April, and on the exercise in May. This way, you have the whole month of May to repeat the content and enhance your understanding of it, to practice for the exam and to learn how to transfer the content to practice.

Inspection of Exams:

The inspection of the exam from May 18th will take place on Thursday, September 5th in the seminar room 1.31 Universitätsstraße 91.

Please register your participation within the registration period starting from August 22nd until August 30th via Mail to

Die Einsichtnahme für Klausuren des Ersttermins vom 18. Mai findet am Donnerstag, den 5. September im Seminarraum 1.31 Universitätsstraße 91 statt.

Bitte melden Sie sich zwischen dem 22. und 30. August per E-Mail bei Friederike Gobrecht an.


The examination consists of an electronic exam (no pen and paper exam) of 60 minutes.  

You can obtain up to 3 additional points for the exam in the exercise by completing an assignment in groups. The exam has to be passed separately. Detailed information is provided in the 'Kick-Off Exercise' on May 2.

For examination dates please refer to the announcement by the examination office (WiSo-Prüfungsamt). Please keep in mind that you need to register for the exam within the given registration period. As participation in this course is limited, the registration period for the first exam ends early on tba. Incomings may register until tba. It is NOT possible to register after the respective registration period. Note that NO responsibility is taken for the correctness of the information, please refer to the examination office (WiSo-Prüfungsamt) for all examination-related questions.

Für die Prüfungstermine beachten Sie bitte die Angaben des WiSo-Prüfungsamtes. Bitte beachten Sie, dass Sie sich nur innerhalb der vorgegebenen Fristen für die Klausur anmelden können. Da dieser Kurs teilnahmebeschränkt ist, endet die Anmeldephase für den ersten Klausurtermin bereits am tba. Incomings können sich bis zum tba anmelden. Es ist NICHT möglich, sich nach Ablauf der Frist nachträglich anzumelden. Es wird KEINE Verantwortung für die Richtigkeit der Informationen übernommen. Bitte informieren Sie sich beim Prüfungsamt über alle klausurbedingten und prüfungsrelevanten Fragen.

Course Objectives & Contents:   

This lecture investigates how to run a company in a market-oriented manner. Marketing, defined as the 'market-oriented management of a company', aims to align all central activities of a company with the needs of its various market partners. At the same time, the aim is to pursue relevant (monetary) corporate objectives, e.g., maximization of profit or value. In this course you will learn concepts and methods that will enable you to analyse key tasks associated with marketing and to devise soundly based recommendations for action to deliver successful outcomes to these tasks. We will examine how consumers respond to marketing activities and why they do so (consumer behavior). We will also examine how information about markets and market partners can be generated as a key basis for decision-making (market research), how markets can be approached from a strategic perspective and how individual marketing instruments can be deployed. In this context, 'marketing' also embraces the finding of optimum solutions to problems, because marketing instruments must be deployed in an optimal (profit-maximizing) manner. What is the optimal price of my product? How much should I invest in communication activities? To answer these questions, we will use mathematical methods that enable us to identify the (economic) conditions, which need to be satisfied to ensure that the marketing instruments are deployed in an optimal manner.