Against the background of increasing pressure from the capital market and major corporate trends such as digitization, marketing managers are more and more forced to demonstrate the performance and value relevance of their decisions. Marketing scholars have responded to this development and produced numerous articles that relate marketing decisions with the creation of market-based assets (e.g. customer satisfaction), product-market performance (e.g., market share), accounting performance (e.g., return on assets), and financial-market performance (e.g., stock returns).
The course aims at providing an overview of this literature, both from a conceptual/model-based perspective and from an empirical point of view. After having attended the course, students should be able to:
More information: Click HERE For the Detailed Programme: Click HERE Registration Deadline: June 12th, 2022
Prof. Dr. Marc Fischer - Website
Prof. Dr. Simone Wies - Website
Prof. Dr. Alexander Edeling - Website
REGISTRATION For information on fees, payment and registration - CLICK HERE or email us: prodok@vhbonline.org. Registration Deadline: June 12th, 2022
To successfully pass this class, students must complete all assignments described in the syllabus
ProDok Contact: email at prodok@vhbonline.org. EIASM Contact: Nina K. Payen - payen@eiasm.be |