Digital Marketing

Course contents

- Sales organization
- Relationship management, key account management, CRM
- Design of different sales models for digital products or services
- Marketing strategies: Targeting system, market segmentation, market cultivation strategies, positioning, market field strategies, competitive strategies
- Basics of market and marketing research: subject/tasks, methods of information acquisition and information evaluation
- Marketing mix: product policy, price policy, distribution policy, communication policy
- Basics of consumer behavior (S-O-R paradigm, activity theoretical basics/involvement, psychological and sociological basics)
- Basics of strategic marketing

Department

Bachelor's program Management, Communication & IT