Executive education at the Institute of Marketing?
Whether you want to fill gaps in knowledge, search for new impulses for your daily work or strive for holistic training, we offer the right training for you. We are at your disposal for any questions or for individual advice.
Diploma of Advanced Studies (DAS, 30 ECTS)
Only with an integrated perspective can managers and specialists solve complex marketing problems. Market-oriented corporate management is just as important as effective corporate communication with a target group-oriented approach.
Managing a sales team and using it efficiently is a demanding task. Professional sales management must focus on the success drivers in the company. The implementation of sophisticated strategies must also start in sales. The goal is to develop into a “Sales Driven Company”.
Certificate of Advanced Studies (CAS, 12 ECTS)
Anyone who successfully differentiates themselves in the market has a sustainable competitive advantage. Marketing plays a key role in this. By taking a strategic management perspective, the basis for market-oriented and fair corporate management can be established.
For most companies, personal sales are the most important approach to the customer. The interaction with the customer decides how successful the products will be, how services can be integrated and which prices will be achieved. The implementation of sophisticated strategies must start with sales.
From an increasing number of new communication options to the growing expectations of all stakeholders – for a consistent external perception and to place messages sustainably, marketing and communication must be coordinated in a goal-oriented manner.
Today’s customers demand far more than innovative and technically perfect services. Comprehensive service packages are required which can exist in the face of increasingly international competition. Professional marketing and sales management is a prerequisite for this.
The goal of the intensive study for purchasing managers is to provide new conceptual impulses for integrated, customer-oriented and strategic procurement management.
The special features of business-to-business business place high demands on marketing and sales. Successful providers differentiate themselves today through customer-related services that bring real added value when working with the customer’s different contacts.
Companies operate in a constantly changing environment. Marketing can only be successful if companies can understand the context in which they operate. To do this, the environment must be continuously monitored in order to take advantage of potential opportunities and identify dangers early on.
Intensive seminar As part of the digital transformation, corporate communication and marketing are constantly changing. Interactive marketing approaches and digital media must be integrated into the company’s existing marketing and communication.
Managers are increasingly faced with the challenge of ensuring the effectiveness and efficiency of market-oriented management. In addition, the pressure to justify increases. The question “What’s in it?” Is being asked more and more frequently, especially in economically difficult times.
For every company and every product, advertising has to be “invented” specifically. What leads to success in one company only costs money ineffectively in another. Effective and creative advertising starts with the advertising company and not with the advertising agency.
Every company deals with attractive but demanding large customers. Only your own professionalism is decisive for the sales success. It is important to create the organizational requirements in your own company and to proceed systematically and with sensitivity.
Market-oriented corporate management is becoming an increasingly important competitive factor for organizations in the health care sector. Due to the strong regulations, the differentiation from the competition through the core performance is very narrow.
Brand Leadership is a point of view from which corporate management or the positioning of services and products can be designed and their effects on the market can be assessed. The goal is to anchor your company in the minds of current and potential customers.
In the past few years, the focus of companies on their markets and customers has become increasingly important. However, it is not just about customer satisfaction as an end in itself – it is about developing and maintaining profitable business together with the customer.
Companies should set up and structure their services in such a way that they can be uniquely positioned in the market and meet the demands of attractive customers. Services often contain different components, which have to be selected and weighted.
In the end, sales success shows always “at the table” with the customer. The goal must be to strive for win-win situations without losing sight of the best possible result for one’s own company. It is important to offer customers real added value instead of products or services.
Customer processes become longer, more staggered, shift or are terminated. In order to lead the customer to make a purchase, these customer processes must be accompanied effectively and the business processes in sales must be aligned accordingly.
In sales, management takes place at different levels. On the organisational level, it is important to use the available energy to achieve high performance in sales or change. On the team level, it is about leading employees and colleagues and motivating them.
Customers decide how well the company is doing. The key is to select attractive customers, segment them and process them in a differentiated manner. Companies need professional solutions for small, medium and large customers.
The framework conditions of B2B markets have developed and changed more and more dynamically over the last decades. Consistent market and customer orientation are the basis for strategically successful market development.