Strategic Marketing & Sales // Market Intelligence
Prof. Dr. Roland Mattmüller
In order to face uncertainty in business environments, an in-depth understanding of markets and industries play a key role to make sustainable business decisions. Experiences from the past cannot necessarily become transferred to a contingent future and have to be substituted with reliable, up-to-date market information in order to manage uncertainty. As decision making under increased risk comes into focus, the module will equip students with decision making techniques and common market research techniques enabling them to keep track with ongoing changes in the business landscape.