Wirtschaftswissenschaftliche Fakultät

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Value Based Marketing (Lecture) – Bachelor iBWL


After the successful participation in this module, students are able to understand essential concepts and theories of value based marketing. In particular, they understand how value based marketing differs from related concepts and how marketing assets, capabilities, and strategies/tactics are connected with firm value. Students are able to perform a simple discounted cash flow-based calculation of firm value and to illustrate how marketing influences the different valuation components. They can apply their knowledge on these influencing mechanisms to several business and research problems beyond this module. Overall, students are able to critically analyze and evaluate the contribution of marketing to firm value and to explain their ideas to experts and others.

Contact PersonKarin Gall

Course Language: English

Course Material: Will be available on Digicampus

Type of Examination: Exam (60 minutes)

 

Winter Term 2017/2018

First Session: October 19, 2017

Date & Room: Thursday, 12:15h-13:45h at FW 1101/1102

Course Contents:

  • Definition and relevance of value based marketing;
  • A value based marketing framework;
  • Linking marketing assets and firm value;
  • Linking marketing capabilities and firm value;
  • Linking marketing strategies/tactics and firm value.

Student Tutorial: The onsite student tutorial, carried out Ramona Ratschker, takes place from December 4, 2017 to February 1, 2018, on Wednesdays and Thursdays from 10:00h-11:30h at FW 1512.