Marketing Degree
with degree certificate from Allensbach Hochschule
.
Introduction
BRANDS AND MARKETING IN THE DIGITAL AGE
- Economic basic categories: market, demand, principles of profitability, production, supply chain, salaries and payments, sales, price, organizational models, leadership, management
- Marketing concept as business leadership document
- Marketing-House/4-level model/brand activation matrix
- Meaning of a brand, positioning, brand leadership, brand architecture
- B2B and B2C
- The 4 P’s: Product, Price, Placement, Promotion
- Product life cycle
- Price and product policies
- Sales and communications
- Success factors in marketing
- Efficient structures and processes
- Combining classic and online marketing
TERMS OF DIGITAL MARKETING MANAGEMENT
Customer value, customer behavior, socio-cultural factors, value and orientation, holistic communication, image, brand, psychology of perception, influence factors, mass psychology and advertisement, actualgenetic approach, cognitive dissonance, Maslow’s Hierarchy of Needs, below the line
INFLUENCE OF DIGITAL TRANSFORMATION ON MARKETING AND BUSINESS POLICY
Product Policy
- Program and assortment policy
- Brand/name policy
- Packaging policy
- Service and customer service policy
- Guarantee policy
Communication Policy
- Advertisement and media planning
- Public relations
- Sponsoring
- Sales support
- One-on-one sales
Distribution Policy
- Distribution points
- Distribution channels
- Special forms of sales
- Marketing logistics
- Contraction policy
Price policy
- Price policy models
- Price strategies
- Rebate policy
- Sales credit policy
- Delivery and payment policies
- Using specific marketing tools in product, packaging, ad, and distribution strategies
- Implementing marketing strategies in choice and design of certain submix marketing activities, considering time and synergy effects
- Implementing broadly planned marketing and cross-media campaigns
GROWING DIGITALIZATION OF BUSINESS MODELS
- Business models and digitalization, or potential for digitalization:
- Sales and small business
- Service sector
- Production
- Export
- Financing and leasing
- Franchising
- Licensing
- Auction, reverse auction
- Barter
- Shared economy, crowdsourcing, and so on
GOAL SETTING IN DIGITAL MARKETING MANAGEMENT
- Marketing concepts and marketing plans for different fields and business models on strategic and operational levels
- Company and product positioning within their competition
- Developing and formulating strategies to reach long-term marketing goals
- Strategic marketing goals, product market strategies, customer strategies, advertisement strategies
- Market coverage strategies, market area strategies, marketing tools strategies
- Deductions of tactical and operational marketing goals
- Marketing informational and analyzing techniques
- Strategic marketing analyses
- Operational marketing analyses
- Evaluating integrated partial strategies
- Marketing mix
TECHNOLOGICAL CHALLENGES OF DIGITAL MARKETING MANAGEMENT
- Strategic planning of digital presence, designing websites and pages
- Microsites, landing pages, image creation, graphic formats, typography, video, audio
- Animation, flash, frame, Java script, content, content and technical search engine optimization
- Barrier-free access, usability, response, integration, CRM
CHANGING FROM 4 P TO 4 C MARKETING
- Marketing as success factor for companies
- Saturated and unsaturated markets
- Partial markets, segments, and time periods
- Target groups and target group combinations
- Changing consumers and customers
- The need for innovation
- Profiling within the competition
- USP and UCP
- Methods of market research
- Analyses: portfolio, Ist, GAP, SWAT, competition, and potentials
- Data mining, selecting methods, areas, time periods
- Positioning: the power of the brand
- CUSTOMER RELATIONS MANAGEMENT
- Analytical CRM
- Collaboration CRM
- Operative CRM
- Multi-channel/cross-channel marketing
- Winning customers, customer care, and customer loyalty
DIGITAL MARKETING WITHIN MARKETING STRATEGIES AND TOOLS
- Resource-based and market-based views, markets, customers, products, resources, processes, personnel, areas of strategy research, PIMS and other analytical processes, strategic analysis, ad analysis according to Porter, SWOT and portfolio analyses, risks and possibilities, goals and key performance indicators, scenario techniques for strategy planning, possible actions, competitive strategies, competitiveness, cost control, client focus, pricing, business cases
- The Deloitte Enterprise Value Map©, business plans, strategic controls
OVERVIEW OF DIGITAL MARKETING DIMENSIONS
- From know-how to strategies
- Form of presence and strategies
- The basics of online marketing
- Forms of online marketing
- Mobile marketing
- Compatibility of design and content
- Content, usability, and freedom of access
- Monitoring and targeting
- Reputations management
- Social media marketing
- Search engines (SEO and SEM), online PR, platforms, content, website, forms of communication
DIGITAL TECHNOLOGIES AND INTERNET
- Basics of information and communication technologies (IT), from mega computer to mobile computing, using tools, data formats, compression technologies, programming language, information architecture, security systems, integrated data management
- Developing new dimensions of information and communication, technical parameters, domains, hosting, provider, browser, HTML, IP protocol, addresses, e-mail, tracking, cloud computing, building networks, bandwidth, VideoOIP, W3C, open sources, content, search engines, connectivity, traffic, ranking, SEO, SEM, SMO, Web 2.0
MONETIZATION OF THE INTERNET
- e-commerce and e-payment
- Models to create value online
- Automatization of processes
- Efficient business processes
- e-commerce trends
- Pay per Click
- Online stores—systems and possibilities
- Online stores—conception and implementation
- Online stores—efficient growth
- Where consumer goods systems and shop systems overlap
- The internet as employer
- B2B
- e-payment
- Advertisement
- Sales
- Marketing
MEDIA RIGHTS AND DATA PROTECTION ONLINE
- Copyright
- Brand rights
- Competition law
- UWG
- Personal rights and image rights
- Internet-specific rights (liability and liability for disturbance)
- Imprint liability
- Data protection right
COMMUNICATIVE COMPETENCIES—COACHING MODULE
Personal Skills
- Time management as key qualification
- Soft skills as requirement for leadership and cooperation
- Discovering personal impact potential, evaluating feedback, projecting energy, conveying self-assurance and power to convince
First impression
- Personality
- Charisma
- Sympathy factors
- Identification factors
- Using body language, facial expressions, gestures, and posture effectively
Security
- Developing communicative characteristics and customs
- Analyzing communicative behaviors of those we interact with
- Recognizing and evaluating others’ motives
- Defense and cooperation
- Confrontation and de-escalation techniques
Technical Criteria
- Structuring presentations, professional use of materials, designing a presentation and the central point of the message, getting attention, increasing interest
CLIENT PROJECTS
- Working on real client projects within the parameters of this course
- Client briefing, strategy, conception
- Planning, budgeting, implementation
- Controls, presentation, follow-up
- Possibility to work on student projects in class
Rahmenbedingungen
| Dauer | 7 Monate, davon 2 Monate Projekte |
| Zeiten | 12 x samstags, 9 bis 18 Uhr zusätzlich freiwillig ein kostenfreies Seminar aus dem laufenden Programm (siehe Website) |
| Gebühr | 5.900 EURO (0% Finanzierung möglich) |
| Upgrade MBA | 75% der Gebühren werden angerechnet. |
Content
DAY 1
SUCCESS VIA MARKETING
Today, marketing is a clear factor in the success of each business. Marketing means greater sales and greater profit—only growth can guarantee continued success.
But marketing is much more than a tool to increase sales. Modern businesses build their entire actions around the philosophy of marketing.
Leaders in marketing who can efficiently and successfully analyze the parameters and business data of any market can guarantee economic success. Brand politics, marketing concepts and strategies, arrangement of marketing tools and channels, new marketing trends—the space in which marketing works builds a business. In demand are experts who are not afraid to make decisions and take responsibility for the important processes that influence the market.
Your Career Advantage: MMA-degree for Marketing
Learn about marketing as a thrilling subject and let its theoretical basics inspire you to develop your own, creative marketing solutions.
Our marketing degree program will introduce you to all the necessary building blocks.
Take advantage of our optimized course concept that teaches you the theoretical and practical knowledge side by side with hands-on practice-oriented expertise.
A MARKETING DEGREE IN ONLY 7 MONTHS
The modular structure, compact overview, and detail-oriented application prepare you in the best possible way for top jobs in every field of the economy, for example:
- Marketing leader
- Marketing planner
- Brand manager
- Key accountant
- Product manager
- e-commerce manager
- Concept creator
- Marketing manager—new media
- Marketing assistant
MMA Top Upgrade: INTERNATIONAL MBA
The best advantage: You can take this training course and count it at the FH Wien WKW towards your International MBA in management and communications.
Additional Advantage
- The modular structure enables us to combine our degree courses, training courses, and seminars to work with each other.
- The educational measures offered by MMA in the area of marketing count towards your degree.
- Financial advantage: you save on course costs
- The marketing degree course includes an MMA seminar, meaning further cost savings for you.
Let this efficient training course inspire you to get a dream start to your career in marketing.
KEY INFORMATION
| Length | 7 month, including 2 months of projects |
| Dates | 12 Saturdays, from 9 a.m. to 6 p.m., one seminar during the week, 2 days of voluntary intensive training |
| Cost | 5.900 EURO (0% financing available) |
| Upgrade MBA | 75% of the costs are counted |
Kunden-Projekte
- Im Rahmen des Studium werden echte Kundenprojekte bearbeitet
- Kundenbriefing, Strategie, Konzeption
- Planung, Budgetierung, Umsetzung
- Controlling, Präsentation, Nachbereitung
- Es besteht auch die Möglichkeit eigene Projekte zu bearbeiten.