Inhalte

The course gives you the chance to review how well-known companies implement the marketing process as well as to look at how your own organisation applies marketing principles. Drawing on text-book and internet sources, you will undertake a series of individual and group exercises to deepen your appreciation of the marketing process and to think about your own roles as effective marketers.

• the Marketing environment and context – analysis of customers, competitors, trends and an organisation’s own capabilities
• Marketing strategy – market segments, target markets, brand positioning (products and services), utilising differential advantages
• managing the marketing mix (programme management) – products, pricing, distribution, promotion, as well as the role of people and the physical environment
• Programme implementation and control – budgets and schedules, personnel, benchmarking and progress monitoring

Learning targets

You will gain a deeper awareness of how organisations, including your own, apply marketing principles and processes.
By the end of the course you will have

• identified the external forces which directly or indirectly influence an organisation’s capability to do its business (macro and micro factors)
• applied analytical tools such as STEEP, Porter’s 5-Forces Model (Porter, 1982) and SWOT
• examined how individuals or organizations with a need for specific products and service are identified (market segments)
• identified how sales and marketing activities are focused (targeting)
• identified how marketing mix ideas are applied in different sectors
• discussed how the effectiveness of marketing programmes is measured, eg. through sales analysis, marketing cost analysis, customer satisfaction, brand awareness.

Lehr- und Lernform

E-Learning: Fernstudium unter Einsatz einer Lernplattform, verbunden mit zwei Präsenzsamstagen. Kontinuierliche Betreuung und regelmäßiges Feedback durch besonders qualifizierte Moderatorinnen und Moderatoren gewährleisten individuelle Lerneffekte (vgl. dazu auch unser E-Learning-Konzept).