Wirtschaftswissenschaftliche Fakultät


Course Details

Prof. Paul

Value Based Marketing

Lecturer: Prof. Dr. Michael Paul
Type: Lecture
Exam: Written exam
Term: Winter
Level: Bachelor
Limitation: None

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.

For further information or application procedure please check the module manual and the website of the chair.