Marketing & Sales
Prof. Dr. Sven Henkel
This module will provide students with a comprehensive understanding of basic concepts of marketing and consumer behaviour. Students will become familiar with relevant theories and practical examples of marketing management: e.g., customer behaviour, marketing strategy, the 4 P’s (product, place, price, and promotion), brand management, and service management.
Further, they will transfer the knowledge to practice within the scope a real-life case study and will become familiar with basic consumer behaviour theories and phenomena. Adittionaly students will learn how to construct a holistic marketing experience by localizing, addressing, and convincing a target group adequately.