Marketing Management
| Contents | Strategic and efficient marketing is a key to entrepreneurial success, not only in small and medium-sized businesses in the wine industry. Concepts, best practices and tools for planning and coordinating a marketing strategy form the core of the certificate module. During the three-day attendance period, participants are required to directly apply what they have learned and independently develop a marketing strategy. In addition, quantitative techniques for decision-making in marketing planning are taught. Building on the basics of marketing research, methods for analyzing marketing data are presented. |
| Lecturer | Prof. Dr. Laura Ehm |
| Course language | English |
| Previous knowledge | No prior knowledge required |
| Duration | 3 attendance days Individual preparation and follow-up time |
| Semester | 2, see overview of curriculum |
| Workload | 125 h |
| ECTS | 5 |
| Information and materials | Will be made available via the learning platform Olat. The location and timetable are also available online. Access is granted after successful registration. |
| Examination | Project work and presentation. The task will be announced during the attendance period and worked on in groups. The result is presented and assessed in a presentation. |