M.Sc. Management at TUM

Marketing is the activity and institution managing an organization’s relationship with customers and other external stakeholders. Marketing’s philosophy: Customer centricity.

Exam shared with Innovation Management

31.07.2026, 11:00 – 13:00
120-minute written exam (includes multiple choice).

Lecture

Lectures are not recorded. For the last session (roundtable), attendance is mandatory, though there may be an option to attend online.

Resources

• Previous Exams: Mock Exam, Summer 2021, Winter 2017, Summer 2015
  Additional partial exams not including the Marketing part are available in Innovation Management.

Details shared with Innovation Management

Module on TUMonline

Learning Objectives

• Apply innovation models (market aspects and organizational process).
• Understand marketing terms (CLV, STP, marketing mix) and frameworks.
• Relate marketing instruments to customer value, satisfaction, and loyalty.
• Evaluate strengths and weaknesses of innovation and marketing concepts.

Assessment

• 120-minute written exam, 100% multiple choice.
• Covers innovation concepts and marketing basics, as well as guest lectures.
• May include calculations (non-programmable calculator allowed).
• BYOD

Content

• Innovation: Market aspects, strategy, and organizational processes.
• Marketing: Strategy, research, consumer behavior, and STP.
• Managing products, services, brands, pricing, and communication.

Methods

• Two lecture series with guest speaker sessions.
• Preparation via literature, cases, and online forum discussions.
• Optional group project to develop case examples for a wiki.

Topics

• Marketing Introduction
• Marketing in the Age of AI
• Customer Insights
• Market Research
• Marketing Mix
• Brand Management
• Luxury Branding
• Brand Positioning

Lecture Dates

22.04. Course Logistics, Marketing Today
29.04. Marketing in the Age of AI I
06.05. Marketing in the Age of AI II (Guest Lecturer)
13.05. Customer Insights: Understanding the Role and Behavior of Consumers
20.05. Market Research & Decision Driven Data Analytics
27.05. Customer Centricity, Equity and Value
03.06. Marketing Mix I: Product, Place
10.06. Marketing Mix II: Price (Conjoint Analysis) and Promotion
17.06. Brand and Brand Management
24.06. Luxury Branding
01.07. Segmentation, Targeting, and Positioning
08.07. Exam Preparation & Questions
15.07. Roundtable – The role of the Chief Marketing Officer (CMO)