COURSE DATES
28.11.2024-30.11.2024 + 05.12.2024-07.12.2024
28.11.2024-30.11.2024 + 05.12.2024-07.12.2024
COURSE DURATION
5 days
5 days
LANGUAGE
German
German
LOCATION
Berlin
Berlin
CERTIFICATE
Certificate of Participation
Certificate of Participation
FORMAT
On-site
On-site
LECTURER
Prof. Dr. Justin Becker
Prof. Dr. Justin Becker
PRICE
2460 €
Recognized as Bildungszeit
2460 €
Recognized as Bildungszeit
STRATEGIC MARKETING
Knowledge of marketing mindset and methods, knowledgeable information research and factors influencing buyer behaviour represent a basic skill that also helps improve decision quality in operational management.
Learning goals
After completing the course, participants will be familiar with instruments and methods of strategic and operational marketing. They have a deeper understanding of the applicability of the marketing instruments. In addition, they will be able to recognize the opportunities and limitations of the transferability of the marketing approach to individual industries and learn interpretations of terms such as market, product and customer. Participants will be able to plan marketing strategies as well as to design, implement and control operative marketing measures.Content
Basics of Marketing- Mindset, philosophy of marketing
- Basic principles of marketing ethics
- Concepts of corporate management (corporate culture, corporate guidelines, corporate identity)
- Strategic Business Units
- Product life cycle
- Strategic Marketing Planning
- Market segmentation
- Strategic planning
- Portfolio concepts
- Porter and Ansoff
- Positioning
- Marketing tools
- Basic features of marketing controlling
- Services marketing (incl. 7 Ps)
- Capital goods marketing (incl. buying centre)
- Innovation marketing
- Basics of consumer behavior
The course topics are covered in a seminar-style approach which includes lectures, group work and practical exercises. Participants will work on individual sub-topics independently. Critical discussions encourage reflection and participation.
Target group
The course is designed for founders or employees of companies or organizations, in any field.This course is recognized as Bildungszeit according to paragraph § 10 (5) of the Berliner Bildungszeitgesetz (BiZeitG).
Prerequisites
Relevant experience as well as interest in marketing are helpful prerequisites for participation in this course.Dates
November 28 - 30, 2024 and December 05 - 07, 2024 (on-site in Berlin). On Thursdays the course is half-day (starting in the afternoon) and on Fridays/Saturdays full-day.
LECTURER
Prof. Dr. Justin Becker
Prof. Dr. Justin Becker
Prof. Dr. Justin Becker studied business administration, worked as a Research Assistant at the Department of Marketing at Technische Universität Berlin, where he also completed his doctorate, and has been a Professor of Marketing since 2011. He has been teaching at various Berlin and international educational institutions such as the University of Arts (UdK), Technische Universität Berlin and Tongji University in Shanghai since 1997.
His main areas of expertise are marketing, market research, consumer behaviour and philosophy of science. At his agency Marketing BBB, Justin Becker advises institutions, companies and individuals on strategic marketing issues. In this context, he also offers lectures and workshops. He gained professional experience at a publishing house, in television and abroad at the Universiteit van Amsterdam and as a Market Researcher in Copenhagen, Denmark.
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