Students understand customer behavior and the buying decision process. They know and master the basic scheme with fundamental elements, methods and processes in sales and marketing module.
The focus should be on the theoretical principles of sales and marketing and is oriented to the 4 P concept (product range policy, conditions policy, sales and distribution policy, communication policy). A special focus should be on strategic marketing planning and data-driven digital marketing. Case studies and mini cases support a practical learning approach.
The focus should be on the theoretical principles of sales and marketing and is oriented to the 4 P concept (product range policy, conditions policy, sales and distribution policy, communication policy). A special focus should be on strategic marketing planning and data-driven digital marketing. Case studies and mini cases support a practical learning approach.
- Kursleiter/-in: Kolbeck, Maike