Kursinformation | Marketing Management (2025, Fall semester)

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The course "Marketing Management" provides an overview on essential perspectives of marketing management. This includes defining a marketing strategy, optimizing the marketing mix, and considering specific contexts of marketing (e.g., B2C marketing). Besides, a considerable part of this course will focus on issues related to marketing implementation. Thereby, a particular focus will be on how data and analytics can help to support marketers in their decision making.