Master
Marketing Management

With this specialisation you will learn everything you need to know about setting up e-shops and e-commerce projects. Become proficient in common business models, and how to identify and improve additional sales channels. Familiarise yourself with how e-commerce is structured in the B2B sector, and what you need to consider regarding the consumer facing market (B2C). Acquire tools to assess the potential of web shops, and how to analyse important success factors, such as product range presentation, checkout and payment processes and conversion rates. 

As part of this specialisation, you will become familiar with the objectives and traits of business communication. Assess the benefits and drawbacks of different communication channels, and learn how to plan, budget and successfully implement campaigns in compliance with new industry trends. In addition, you will gain knowledge on how to develop successful messaging strategies, and how to apply different tools for measuring the effects communication has on a company’s daily operations.

Familiarise yourself with the necessary steps and problem-solving methods that make up the successful development of products. Engage in different aspects of product development and planning, and learn what the main design tasks are, as well as alternative approaches to product development – such as ‘flow-based production development’. Develop the necessary skills for working with computer assisted (CAD) tools, and for understanding the digital conceptualisation of products. You will also learn about the basic principles and methods of design thinking, which you will be able to use for yourself on a sample project.

Electives such as ‘E-Commerce’ and ‘Sales Management’ will help you acquire the tools and methods needed for successful sales. After completing the elective, you will know the ins and outs of the modern world of sales and will be familiar with sales systems, customer acquisition and different sales channels. You will also become an expert in the fundamentals of sales policy and be able to apply these to different sales channels. 

This specialisation gives you the ability to identify the main challenges facing international brands. You will analyse current strategies and brand values, while familiarising yourself with the factors that build and increase brand value. You’ll gain the ability to explain customer portfolios, and understand the planning, implementation and monitoring of different strategic customer relationships. With an awareness to the state of the global market, you will learn to what extent you need to develop, deepen or actively end customer relationships to maximise profits.