- Transition from a seller`s market to a buyer`s market.
- Importance of relationship marketing.
- Marketing objectives.
- Customer satisfaction and its importance.
- Differences: B2B/B2C markets.
- Create market transparency with market research.
- Managing market research projects.
- Low-budget market research.
- Methods for obtaining your own data: primary research, focused on effective customer surveys.
- Methods for obtaining existing data: secondary research.
- Importance, objectives, content.
Tools for analysing markets and marketing strategies
- Analysis of the company, environment and market, focused on competition analysis and customer needs analysis.
- SWOT analysis.
- Segmenting markets and target groups.
- Perceiving and developing unique selling propositions (USPs) to ensure competitive advantage.
- Developing marketing strategies.
- Product, performance and programme decisions: From product innovation to product elimination.
- Service decisions: designing added services for the pre, at, and after sales phases.
- Pricing decisions: practically-oriented options.
- Communication decisions: use of traditional tools such as advertising, sales promotion, public relations, sponsorship, trade fairs or event marketing, and the use of new tools such as guerrilla marketing, ambush marketing, ambient marketing, online communication, social media marketing etc.
- Distribution decisions: direct/indirect distribution channels, e-commerce, multi-channel marketing and outbound logistics.
Professionals, executives and entrepreneurs, even from non-commercial branches, who want to acquire basic marketing knowledge. All those who are regularly confronted with marketing tasks and want to make proficient marketing decisions.