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.
| Marketing (functional viewpoint) | Market-focused corporate governance |
|---|---|
| Operational marketing - Marketing mix - Marketing research - Marketing organisation | Strategic marketing - Situation analyses - Analytical decision-making models - Strategic marketing plans - Marketing controls - International / global marketing |
| Classic marketing Sales policy instruments | Cutting-edge marketing Aligning the company with its market and business environment |
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.
Aligning companies with the market and customers’ needs requires all the employees concerned to understand at least the basics of marketing matters. Besides marketing and sales staff themselves, human resources or procurement might also work with aspects of marketing. Marketing knowledge becomes indispensable when it comes to direct or indirect involvement with customer processing and service. This applies to both sales representatives in the field and staff in office-based marketing departments – involved in advertising, public relations, logistics, sales promotion, market research, marketing planning and controls.
An ideal inroad for students majoring in marketing might be a role as (junior) product manager or as an assistant to a sales or marketing director. In technical-based areas of training, marketing knowledge crops up in research and development, customer service and maintenance, and sometimes also in quality control. There is also increasing call for staff with a marketing background in roles involving an international dimension, particularly combined with good language skills, in export departments, international controlling, supporting foreign subsidiaries, participating in international joint ventures, or actually based abroad.
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