Marketing Performance Management
Prof. Dr. Marko Sarstedt, Susanne Adler, Benjamin Maas
19.08.2021
| Target group | Master students (enrolled in the ETD - European Triple Degree) |
| Course type | Lecture, tutorial |
| cycle | Winter term |
| Hours per week | 2 (lecture and tutorial) |
| Grading | Written exam (120 minutes) |
| Credits | 6 ECTS |
| Time / Room | See official ETD webpage (authorized users only) |
Course Overview
The objective of this course is to define and explain the fundamental aspects of marketing performance management, with special emphasis on marketing controlling. After successful completion of this course, students will know the basics of marketing controlling and be able to apply instruments used for marketing performance management. Further, students will understand the emergence and relevance of fundamental marketing concepts and metrics, as well as have a sound understanding of different measurement approaches. Students will learn the relevant theoretical foundations and models, as well as getting hands-on exercises and reviewing business examples to engage in independent and critical reflection on the contents.
Structure
• From the transaction- to the relationship-paradigm in marketing
• Methods of marketing performance management
• Measurement theory
• Factor analysis
• Structural equation modeling
• Customer management
• Customer satisfaction
• Customer valuation
• Corporate branding
• The value of a brand
• Measuring brand value
• Managing brand value
The course language is English.