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Prof. Dr. W. A. Pförtsch - Only For Students CEIBS - Course Content

The structure of this course reflects our belief that these objectives are best accomplished through rigorous analysis of a large number of business marketing situations, guided by certain fundamental concepts and leavened by an exposure to marketing literature that reports on recent empirical research and conceptualizations.

Balanced with concepts and research, the course content is biased towards developing a managerial decision-making orientation among the course participants, supported by theory and empirical research. More specifically, the focus of the course is management of the levers available in business marketing, management of the marketing and sales function, and management of the interfaces with other functional areas, such as manufacturing, R&D, finance, IT, human resources, as well as vendors and customers.

This course is using the case method extensively.Thus, we will also be inviting some practicing managers to visit with us in the class. The foundation for the course is the marketing management paradigm that will be used to deepen the participant’s understanding of marketing tools. These marketing tools will be examined in the context of managerial decisions, including critical interface issues.