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Akademie für Wissenschaftliche Weiterbildung Bodensee-Oberschwaben

International Marketing & Communications

This module will enable participants to develop understanding of the theoretical underpinnings and practical implications of the major, contemporary strategic issues facing marketers in this dynamic field. It enables participants to develop a strategic and rigorous approach to the applications of the latest marketing tools and techniques to address these challenges. Further it develops the students' skills of critical thinking, logical analysis, argument and judgment via the use of appropriate materials, selected readings and information sources.

Baustein IM1: Marketing Planning Process

  • Evaluation of the marketing planning process and its implementation in a range of marketing contexts including a detailed analysis of the internal and external marketing environments
  • Conduct a marketing audit and assess the findings in order to develop a marketing plan that is responsive to market and organisational changes and underpins the organisation's marketing strategy
  • Determine the importance of segmentation, targeting and positioning to develop effective strategies which are innovative, cost effective, valuable and maximise the potential of marketing opportunities successfully
  • Recognise the significance of retaining customers through relationship marketing
Termin:  20. und 21. März 2014

Referent: Jon Twomey

Baustein IM2: Delivering Customer Value

  • Develop and manage a brand and product portfolio in the context of the organisation's marketing strategies and objectives
  • Develop and implement an effective and efficient channel management strategy reflecting the needs of stakeholders
  • Develop an effective and innovative communications strategy and plan that clearly delivers the organisation's proposition to the market, through effective segmentation and targeting of internal and external markets
  • Utilise an innovative and effective integrated marketing mix to reinforce the organisation's brand values, overall marketing proposition and competitive advantage
  • Determine customer requirements for product and service delivery to ensure the marketing proposition is customer-focused, efficient and effective
Termin:  22. März 2014

Referent: Jon Twomey

Baustein IM3: Managing Marketing

  • Recommend how a marketing function should be structured and managed to deliver competitive advantage
  • Prepare plans for showing how a team should be structured, selected, formed, managed and developed to demonstrate effective performance against objectives
  • Critically assess the organisation's resource needs and capabilities for the marketing team to manage marketing activities effectively and efficiently
  • Prepare appropriate budgets and accounting documentation to support the financial management of the marketing function its associated activities
  • Critically assess the ongoing financial situation including manageability of the budget, financial stability and success of the marketing function
Termin:  03. und 04. Juli 2014

Referent: Jon Twomey

Baustein IM4: Project Management in Marketing

  • Identify the organisation's information needs, scope of research projects and resource capability to underpin the development of justified business cases, including risk assessment and mitigation strategies, to support marketing projects
  • Using project management tools and techniques, design, develop and plan significant marketing programmes effectively, ni terms of quality, resource and delivery
  • Integrate a range of marketing tools and techniques to support the development and implementation of marketing projects
  • Monitor and measure the outcomes of marketing projects through the end-to-end project process
Termin:  05. Juli 2014

Referent: Jon Twomey

Termine 2014 und Kosten

März und Juli 2014

6 Tage jeweils von 8.15 - 17.15 Uhr
Schloss Rauenstein, Überlingen

Lehrgangskosten: 1.200 Euro
Mitgliedskosten CIM: ca. 175 Euro
Prüfungskosten CIM (pro Exam/Assignment): ca. 100 Euro