Marketing & Sales II

Lehrinhalte
  • Buyer & Consumer Behavior
    - Consumers in the Marketplace
    - Consumers as Individuals
    - Consumers in their Social and Cultural Settings
    Distribution & Sales
    - Management of Distribution Channels: Indirect and direct channels (including distance and elec-tronic channels)
    - Sales Management: Personal selling and management of the sales force
    Brand Management & Communication
    - Introduction into principles of effective brand Management
    - Marketing Communication
    o Basic concepts, models and theories of communication processes
    o Communication mix