Information Systems & Business Intelligence

Every successful business plan takes the market as its starting point and target behind all business decisions and activities, and the market is not an anonymous entity. One one side, it comprises customers’ unfulfilled wishes, needs and notions – on the other, the companies whose business aim is to successfully meet these individuals’ wishes. A company will only be able to secure long-term success on its market by designing and offering products and services that serve the market and customers. This means organising and strategically aligning the company “based on the market”. 

However, in order to shore up long-term business success, the corporate aims and structures must be aligned with the external customer/company interface by means of strategic planning. Besides the sales policy instruments used for processing the market  (classical marketing) , this calls for conceptual deliberations to align the entire company with the market (strategic marketing). This makes marketing an overarching company credo requiring market-focused corporate governance.
 

The “marketing seminar” gives you an opportunity to put your knowledge of marketing concepts and your experience with sales policy instruments to practical use based on concrete examples.

In the lecture on “Marketing concepts”, you will learn about the latest strategic business approaches to market and customer-centric corporate governance.
The class on “Marketing instruments” builds upon the basic knowledge in the use and effects of the marketing mix.

We examine “Market research” in terms of the information and data that need gathering using different survey and evaluation methods, and try these out on a practical example.