Academic Program
Students can choose between three modules:
The module 'International Marketing and Sales' (IMS) deals with the growing importance of Marketing Management for the success of a product and the company. In many industries the ever increasing product adaption and the fierce intensity of competition is placing specific demands on marketing and sales. The absence of differentiation potentials of the actual product can often be compensated by innovative sales and distribution concepts and channels, customer-focused advice and support, as well as effective processes and systems. At the same time sales plays a fundamental role for complex and innovative products and influences the economic success of a company. Empirical studies show e.g. the high success relevance of the sales process: besides product satisfaction, customer satisfaction in the actual sale and after service is a customer loyalty factor – or the reason for customer churn. As a result the sales department is gaining strategic importance with the company management. The teaching and learning contents and objectives as well as the structure of the module are geared mainly towards students of economics and business administration.
This module is composed of lectures and workshops. The lectures and workshops provide knowledge about the use of international marketing tools.
Students will learn how to manage complex international marketing concepts. Different requirements of BtoB and BtoC customer segments, various industries as well as of selling services or products are considered in this module study.
More information can be found in the module description.
In today’s digitalized society the constant flow of communication is regarded as a fundamental and integral part of everyday life. Rapid developments in media technologies engender digitalized mediatization processes on all levels of society. “Fake News”, Cyber Bullying on one side, but also the global connection in “Fridays for Future” as well as constant communication on Instagram on the other side and the change of political communication and national and international media landscape lead to challenges for the individual but also for the society we live in.
The seminar therefore grasps the multitude of dimensions of online communication and their effects on digital cultures, based on interdisciplinary and international perspectives.
Based on current analysis, students learn not only how digital communication influences individual communication but all levels of society. Research results will be presented, pertaining to the different areas of digital communication.
More information can be found in the module description.
The Logistics & Supply Chain Management module is currently being designed and put together. Please check back in mid-April for a module description and more information on the course content and company visits.
