Value-based Marketing

Degree program: MSc Management

This module shows how marketing contributes to maximizing shareholder value. In particular, students learn how to justify marketing strategies in relevant financial terms and evaluate marketing assets such as brands, products, and customers in terms of how much value they create for investors. The module provides the students with practical tools for developing and evaluating marketing strategies using modern shareholder value analysis techniques in order to increase returns to company owners. 

Course offered by:

Prof. Dr. Jan Becker