Study Guide

Objective

After completing the course the student can


identify the factors in customer behaviour (actor2actor)

plan and implement the marketing of product/service in a customer-oriented way

sell products/services in a customer-oriented and profitable way

plan a multichannel marketing campaign using digital media

give presentations in a self-assured and convincing way, also in different languages

report in writing and style in a context-based way

develop the company’s marketing and communication plan according to the requirements

plan and implement marketing and sales campaigns, eventually on international markets

Content

customer buying behaviour (actor2actor)

B2B marketing

different methods in market research

statistics and databases in business

planning and implementing a marketing and communication plan

measuring and analysing marketing operations

use of different ways of marketing communication and media

presentation skills

cultural competence, business ethics

Evaluation scale

H-5