Marketing Management

Today’s executives as well as marketing and sales managers face new tasks and challenges of the digital and social age. Customers get overwhelmed by floods of advertisements through all types of media, only perceiving and evaluating a small fraction of the information they receive. They become increasingly more critical and demand transparency, sustainability, individual treatment and favorable prices from companies. Online giants and international competitors lower their prices to offer attractive deals, while established companies manage Big Data and integrate their marketing measures in traditional, digital and social media.

The certificate course "Marketing Management - New Ways to Sustainable Customer Relations" is dedicated to the above-mentioned challenges and opportunities of modern marketing. The basis of market-oriented and market-driven corporate management is an integrated approach that views marketing as a holistic management concept of a modern company.

Through intensive exchange with qualified lecturers from science and practice, you will acquire the necessary expertise for contemporary marketing and develop new ways of looking at products, services, instruments, approaches, markets and the environment.

In four consecutive modules, you will (1) learn how to develop a thorough marketing strategy, (2) discover a customer-centered approach, (3) get to know a selection of modern communication measures and (4) map out a measurement concept for marketing activities tailored to your requirements. Furthermore, you will discuss and apply these skills in a lively exchange with lecturers and participants.

You meet participants from a wide range of sectors, benefit from different perspectives and intensively examine relevant contents during this course. In addition, case studies, project work and your practice-related final thesis build bridges between the scientific findings, theoretical foundations and your professional practice.

Upon completion of the Certificate in Marketing Management, you will be able to

• correctly assess the importance of marketing and use its potentials in your own organization;
• recognize trends in marketing at an early stage, apply modern marketing methods and instruments and create the necessary organizational structures for marketing as a distinctive factor;
• master future challenges in the field of marketing through state-of-the-art approaches in science and practice;
• develop and implement a marketing concept adapted to your organization and sector;
• identify and apply appropriate measurement approaches to monitor different marketing activities;
• exchange ideas with people in- and outside your industry about the latest trends, opportunities, challenges and fields of application of marketing management.

The part-time course is designed for

• executives, junior executives and other decision-makers who have not completed a course of study yet and want to take on higher entrepreneurial tasks or qualify for the increasing demands of existing positions;
• university graduates who want to expand their education and/or update their marketing know-how;
  entrepreneurs, sales and marketing managers as well as persons with different tasks in the field of marketing and sales;
• family members with management positions in family businesses.