Marketing - How companies go to market
Englischsprachiges Aufbaumodul des Weiterbildungsprogramms "OLIM-Management für Führungskräfte"
- berufsbegleitend und
praxisorientiert
- E-Learning
- voraussichtlich wieder ab Frühjahr 2013
- zusätzlich ist die Teilnahme am Pflichtkurs Virtuelle Teamarbeit erforderlich, sofern noch keine Teilnahmebescheinigung vorhanden ist
- Zeitaufwand: insgesamt ca. 150 Stunden; 8 bis 10 Stunden E-Learning pro Woche, 2 Präsenztermine
- benotetes Modulzertifikat mit 5 ECTS-Leistungspunkten
Are you looking to refresh your knowledge of marketing? Are you a
technical specialist looking to increase your wider business
understanding? Are you aiming for a promotion or a new role where
familiarity with marketing techniques will be useful?
The module “Marketing – How companies go to market“ is designed to
help you understand key marketing concepts and help you examine your
own role in the marketing process. 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
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