Gain profound insights in critical strategic and operational aspects of marketing controlling as well as implementing marketing strategy. Focus of the course is upon the essentials tools, processes and management ratios used today in order to control marketing mix efficiency and effectiveness.
- (Marketing)controlling as part of the overall management cycle;
- Understanding financial performance measures as the goal of marketing (traditional financial and value-based performance measures);
- Target pricing and target costing;
- Customer profitability analysis, customer lifetime value and its drivers (e.g., net promoter score);
- Sales and distribution controlling
seminars, lectures, case-studies
end-of-term test (90 min.)
- Kaplan, R.S., Norton, D.P (2008): Mastering the management system, in: Harvard Business Review, January, pp.63-77
- Walsh, C. (2011): Key management ratios. The 100+ ratios managers need to know, 4th, revised edition, Harlow et al.
- Desai, M.A./Ferri, F. (2005): Understanding Economic Value Added, Harvard Business School Teaching Note 9-206-016
- Gopalakrishanan, M./Samuels, J./Swenson, D. (2007): Target costing at a consumer products company, in Strategic Finance, Vol. 92, No. 12 (December), pp. 37-41
- Kaplan, R.S. (1997): Using ABC to manage customer mix and relationships, Technical note 9-197-094, Harvard Business School.
- Kaplan, R.S. (2012): When to drop an unprofitable customer, in: Harvard Business Review, April, pp. 137-141
- Reichheld, F.R. (2003): The one number you need, in Harvard Business Review, December, pp. 46-54
lecture scripts and case studies
basic knowledge in controlling (Bachelor level)