TU BERLIN ACADEMY FOR PROFESSIONAL EDUCATION
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COURSE DATES

07.11.2024-09.11.2024 + 14.11.2024-16.11.2024
COURSE DURATION

5 days
LANGUAGE

German
LOCATION

Berlin
CERTIFICATE

Certificate of Participation
FORMAT

On-site
LECTURER

Prof. Dr. Justin Becker
PRICE

2660 €

Recognized as Bildungszeit

STRATEGIC MARKETING
07.11.2024-09.11.2024 + 14.11.2024-16.11.2024

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 situation analysis
  • Strategic Business Units
  • Product life cycle
  • Strategic Marketing Planning
  • Market segmentation
Strategic Marketing
  • Strategic planning
  • Portfolio concepts
  • Porter and Ansoff
  • Positioning
Operative Marketing
  • Marketing tools
  • Basic features of marketing controlling
Introduction to special Marketing sectors
  • 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 07 - 09, 2024 and November 14 - 16, 2024 (on-site in Berlin). On Thursdays the course is half-day (starting in the afternoon) and on Fridays/Saturdays full-day.

This course will also be offered in May 2024.
LECTURER

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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