Qualification-related goals:

– Knowledge of the applicable marketing paradigms and of relationship-oriented marketing management – Hands-on introduction to strategic marketing management in the for-profit and nonprofit fields – Techniques of market analysis and market research – Fundamental knowledge of cultural and social determinants

Content:

– Marketing management in the for-profit and nonprofit fields – Product development and branding, aspects of corporate identity – Target group definition and analysis – Cultural sociology of the present day: lifestyles in theory and practice – History and theory of mass media – History and theory of advertising – Event attendee research in practice, audience development – Technological fundamentals of sales and marketing: online marketing, ticketing