Principles of Marketing

1. Jun.-Prof. Dr. Paul Marx | University of Siegen “Principles of Marketing”Jun.-Prof. Dr. Paul Marx | Universität Siegen
WIRTSCHAFTSWISSENSCHAFTEN
WIRTSCHAFTSINFORMATIK | WIRTSCHAFTSRECHT
Juniorprofessur für Betriebswirtschaftslehre, insb. Marketing
Jun.-Prof. Dr. Paul Marx | Universität Siegen
MARKETING
PRINCIPLES OF
1
LECTURE: ORGANIZATIONAL ISSUES
SUMMER SEMESTER 2014
JUN.-PROF. DR. PAUL MARX

2. Jun.-Prof. Dr. Paul Marx | University of Siegen “Principles of Marketing”Jun.-Prof. Dr. Paul Marx | Universität Siegen Vorlesung “Marketing”Jun.-Prof. Dr. Paul Marx | Universität Siegen Vorlesung “Marketing” 2
SEMESTER SCHEDULE
Tutorials:
From April 14
10x per week
all times are c.t. groups of 50 participants, group 4 - 150 participants
Lectures:
Tuesdays
16:00–18:00 c.t.
in Audimax
(AR-E 8101)
HOLIDAYS
6
13
20
27
1
8
15
15
29
8
17
24
3
Mon Tue Wed Thu Fri
8:00
-
10:00
G. 1
H-A
6118/19
Sven
G. 5
PB-B 013
Nadine
G. 7
PB-B 019
Lena
G. 9
H-F 014/15
Florian
10:00
-
12:00
G. 3
WS-A 004
Nadine
16:00
-
18:00
G. 2
H-F 112
Sven
G. 6
PB-B 013
Nada
G. 8
PB-B 013
Lena
G. 10
H-C 3311
Florian
18:00
-
20:00
G. 4
AR-E 8101
Audimax
Nada
English
German
Languages:
= tutorials canceled due to holidays

3. Jun.-Prof. Dr. Paul Marx | University of Siegen “Principles of Marketing”
Written examination, 60 min, 6 CP
Starting from WS 2013/2014, only one exam
opportunity per semester is offered
Examination timeframe:
from 19.07.2014
The exact dates and times are determined and
communicated by the Examination Office
http://www.wiwi.uni-siegen.de/pruefungsamt/
For information on crediting examination
results, as well as on the form and type of
examination for students majoring in related
disciplines, please visit the Examination Office
of your respective department
3
PERFORMANCE ASSESSMENT AND EXAM
Bild aus dem Vorschau der lizenzfreien Stockfotos http://123rf.com

4. Jun.-Prof. Dr. Paul Marx | University of Siegen “Principles of Marketing”
The following aspects are relevant for the final
examination:
Lectures
Tutorials
Literature
Lecture notes (slides in PDF format):
http://www.wiwi.uni-siegen.de/jm/teaching/courses/marketing
Password: jppm2014
!
Former exams and sample solutions can be found
at
http://www.wiwi.uni-siegen.de/jm/teaching/courses/marketing/
marketing_sose_2014.html
!
4
LECTURE NOTES, TUTORIALS, RELEVANCE
Understanding is more important than learning by rote
Learning tip:

5. Jun.-Prof. Dr. Paul Marx | University of Siegen “Principles of Marketing”
A NOTE ON LECTURE NOTES
5
Lecture notes are in essence a shorter
version of the slides presented at the
lectures and
are intended to facilitate learning and
understanding of the course contents.
They do not cover the contents discussed
at the lectures to the fullest extent.
Hence, they do not replace visiting
lectures and/or tutorials as well as your
learning efforts.
!
Understanding is more important than learning by rote
Learning tip:

6. Jun.-Prof. Dr. Paul Marx | University of Siegen “Principles of Marketing”
Kotler, Philip and Gary Armstrong (2103), “Principles of Marketing”,
15th edition, Prentice Hall International
RECOMMENDED READING
6
… or any other
marketing book
co-authored by
Philip Kotler
!
…or any other book titled
“Principles of Marketing”
or
“Marketing Management”
more then 200 pages long

7. Jun.-Prof. Dr. Paul Marx | University of Siegen “Principles of Marketing”
RECOMMENDED READING (IN GERMAN)
7
Kotler, Philip, Gary Armstrong, Veronica Wong und John Saunders (2010),
“Grundlagen des Marketing”, 5. Auflage, Pearson Studium
(1176 Seiten)
Bruhn, Manfred (2012),
“Marketing: Grundlagen für Studium und Praxis”, 11. überarb. Auflage,
Gabler Verlag
(317 Seiten)
Meffert, Heribert, Christoph Burmann und Manfred Kirchgeorg (2012),
“Marketing: Grundlagen marktorientierter Unternehmensführung.
Konzepte - Instrumente - Praxisbeispiele”, 11. überarb. u. erw.
Auflage, Gabler Verlag
(939 Seiten)

8. Jun.-Prof. Dr. Paul Marx | University of Siegen “Principles of Marketing”
Cravens, David and Nigel Piercy (2012), “Strategic Marketing”, 10th edition, McGraw-Hill/Irwin
Wedel , Michel, and Wagner A. Kamakura (2000), “Market Segmentation: Conceptual and
Methodological Foundations”, 2nd edition, Kluwer Academic Publishers
Brunner, Gordon C. II (2012), “Marketing Scales Handbook: A Compilation of Multi-Item Measures
for Consumer Behavior & Advertising Research”, Vol. 6, available as PDF at
www.marketingscales.com
Hoyer, Wayne D., Deborah J. MacInnis (2008), “Consumer Behavior”, South-Western College Pub; 5
edition
Ariely, Dan (2010), “Predictably Irrational: The Hidden Forces That Shape Our Decisions”, revised
and expanded edition, Harper Perennial
Coe, John (2003), “The Fundamentals of Business-to-Business Sales & Marketing”, McGraw-Hill
8
NICE TO (HAVE) READ

9. Jun.-Prof. Dr. Paul Marx | University of Siegen “Principles of Marketing” 9
STAY TUNED!
former exams & sample solutions
facebook group
“Marketing Uni-Siegen”
http://www.wiwi.uni-siegen.de/jm → Teaching →Courses →Marketing
suggest your own
examination
question!
lecture notes
&
exercise sheets

10. Jun.-Prof. Dr. Paul Marx | University of Siegen “Principles of Marketing” 10
Learning goals and contents

11. Jun.-Prof. Dr. Paul Marx | University of Siegen “Principles of Marketing”
THE MOST IMPORTANT SKILLS IN MARKETING
11
Source: “7 Habits of Effective Marketing Organizations”, Eloqua (2010)

12. Jun.-Prof. Dr. Paul Marx | University of Siegen “Principles of Marketing”
LEARNING GOALS
12
Quelle:Kruger,JustinandDavidDunning(1999):"UnskilledandUnawareofIt:HowDifficultiesinRecognizingOne'sOwnIncompetenceLeadtoInflatedSelf-
Assessments”,inJournalofPersonalityandSocialPsychology77(6):1121–34
The students will get...
Understanding of the modern
concept of marketing
Overview of key issues, concepts,
methods and tools of marketing
!
!
!
Confidence,%
Expertise
(Knowledge in the field)
Expert
Know nothing
Dunning-Kruger-Effekt
x

13. Jun.-Prof. Dr. Paul Marx | University of Siegen “Principles of Marketing”
1. Introduction to Marketing
2. Strategic Marketing
3. Market research
4. Consumer behavior
5. Products, Innovation, and brands
6. Pricing
7. Integrated marketing communications
8. Marketing channels:
delivering customer value
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COURSE CONTENTS