Marketing Controlling

Students gain profound insights in critical strategic and operative 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.

Key areas of this modeule are:

• strategic marketing planning
• break even analysis
• measuring brand equity
• product profit contribution analysis
• customer profit contribution analysis
• ABC analysis
• target costing
• various tools to control marketing mix instruments
• activity based costing
• key management ratios in marketing (e.g. case fill rate)
• implementing an international marketing management strategy (e.g. develop milestone plan, set up information system, organizational structure)