Marketing Management

Strategic and efficient marketing is key to business success, not only for small and medium-sized enterprises in the wine industry. Concepts, best practices, and tools for planning and coordinating a marketing strategy form the core of this certificate module. During the three-day in-person session, participants are challenged 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 fundamentals of marketing research, methods for analyzing marketing data are presented.

Instructor: Prof. Dr. Laura Ehm

Language: English

Duration: 3 days of in-person instruction; individual preparation and follow-up time

Seminar location: Wine Campus Neustadt

Information and materials: Provided via the Olat learning platform. The location and schedule are also available online. Access is granted upon successful registration.

Assessment: Project and presentation. The assignment will be announced during the in-person sessions and completed in groups. The final result will be presented and evaluated.