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Kurs:

Marketing: How Companies go to Market

Kurs-BezeichnungMarketing: How Companies go to Market
Kurs-Kategorie Marketing
SpracheEnglisch
Beginn01.02.2018
Gesamtdauer4 Monate
Kurs-AnbieterZentrum für Weiterbildung (Universität Hamburg)
Beschreibung
  • The marketing environment and context – analysis of customers, competitors, trends and an organisation's own capabilities
  • Marketing strategy – market segments, target markets, brand positioning (products and services), utilising differential advantages
  • Managing the marketing mix (programme management) – products, pricing, distribution, promotion, as well as the role of people and the physical environment

     

     

    Aims and objectives

    Are you looking to refresh your knowledge of marketing? Are you a technical specialist looking to increase your wider business understanding? Are you aiming for a promotion or a new role where familiarity with marketing techniques will be useful? The module 'Marketing: How Companies go to Market' is designed to help you understand key marketing concepts and help you examine your own role in the marketing process.

    The course gives you the chance to review how well-known companies implement the marketing process as well as to look at how your own organisation applies marketing principles. Drawing on text-book and internet sources, you will undertake a series of individual and group exercises to deepen your appreciation of the marketing process and to think about your own roles as effective marketers. The course is presented in four units based on the premise that marketing requires analysis, strategic formulation, tactical operational programmes, as well as controls to ensure successful implementation:

    • the Marketing environment and context—analysis of customers, competitors, trends and an organisation’s own capabilities
    • Marketing strategy—market segments, target markets, brand positioning (products and services) utilising differential advantages
    • Managing the marketing mix (programme management)—products, pricing, distribution, promotion, as well as the role of people and the physical environment
    • Programme implementation and control—budgets and schedules, personnel, benchmarking and progress monitoring

    Learning Targets

    You will gain a deeper awareness of how organisations, including your own, apply marketing principles and processes. By the end of the course you will have:

    • identified the external forces which directly or indirectly influence an organisation’s capability to do its business (macro and micro factors)
    • applied analytical tools such as STEEP, Porter’s 5-Forces Model and SWOT
    • examined how individuals or organisations with a need for specific products and service are identified (market segments)
    • identified how sales and marketing activities are focused (targeting)
    • identified how marketing mix ideas are applied in different sectors
    • discussed how the effectiveness of marketing programmes is measured, eg. through sales analysis, marketing cost analysis, customer satisfaction, brand awareness


    "Marketing: How Companies go to Market" gehört zum Studienprogramm Online lernen im Management (Aufbaumodul). Es ist ein eigenständiges Weiterbildungsmodul und kann einzeln studiert werden.

  • VorkenntnisseHochschulabschluss und min. 1 Jahr Berufspraxis, Englischkenntisse auf verhandlungssicherem Niveau
    Art der Durchführung:Blended Learning
    ZielgruppeHochschulabsolventinnen und -absolventen aller Fachrichtungen oder Personen mit gleichwertigen beruflichen Kenntnissen und Fähigkeiten, die sich neue Arbeitsbereiche erschließen und für Führungsaufgaben qualifizieren wollen.
    DurchführungsortZentrum für Weiterbildung (ZfW), Schlüterstraße 51, 20146 Hamburg
    Zusätzlich benötigtes Material
    Systemvoraussetzung
    QualifikationEs wird ein benotetes Modulzertifikat der Universität Hamburg vergeben (5 ECTS).
    Preis940,00 €
    Zum Angebot https://www.zfw.uni-hamburg.de/weiterbildung/manag ...
    Letzte Änderung11.07.2017