Contemporary business realities place the marketing function of any company in a key position. Specialised marketing decision-makers and company executives must therefore develop and maintain a significant mastery of state-of-the-art marketing skills and knowledge. By doing so they can provide better decision-making, effective communication channels and long-term success for the company as a whole and for their own careers.
More than any other business function, marketing deals with customers. Philip Kotler, a renowned marketing specialist, once wrote: “Marketing is not the art of finding clever ways to dispose of what you make. Marketing is the art of creating genuine customer value. It is the art of helping your customer become better off. The marketer‘s watchwords are quality, service and value.“ This class exposes participants to the fundamental concepts, mechanisms and terminologies of marketing, and provides them with an understanding of how they are applied to both businesses and non-profit organisations.
Dates 2016: 2nd, 3rd and 4th May - 9am-6pm
Professionals and Executives
3.150 € for the Module
This module is part of our Business Competence Programme (BCP). It can be taken separately or joined with other modules.
›› Provides you with an understanding of the keyprinciples of marketing
›› You will develop a deeper understanding of how companies plan, implement and control marketing strategies and actions
›› You will study the relevant marketing tools and elements of the marketing mix
›› Explains you marketing’s relationship with other departments within the firm and the market environment
›› Fundamental Marketing Concepts
›› Consumer & Organisational Buying
›› Marketing Instruments I
›› Marketing Instruments II
›› Marketing and Web 2.0
›› Market Segmentation
"Very well structured. Very good mix of theory and practical work."