Marketing Controlling

Module Code
2102
Module Coordinators
Joachim Sandt
Teachers
Joachim Sandt
Learning Objectives

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.

Contents
  • (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
Expertise
COM_THM_ORGANIZER_THREE_STARS
Method Competence
COM_THM_ORGANIZER_TWO_STARS
Social Competence
COM_THM_ORGANIZER_ONE_STAR
Self Competence
COM_THM_ORGANIZER_TWO_STARS
Duration in Semester
1
Instruction Language
English
Total Effort
6 CrP; an estimated 6 hours, of which approximately 4 are spent in class.
Weekly School Hours
4
Method of Instruction

seminars, lectures, case-studies

Requirements for the awarding of Credit Points

end-of-term test (90 min.)

Availability
Yearly
References
  • 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
Study Aids

lecture scripts and case studies

Prerequisites

basic knowledge in controlling (Bachelor level)