International Marketing and Sales

The module "International Marketing and Sales" consists of the two courses "International Marketing" and "Sales Management".

Description of International Marketing

The course “International Marketing” focuses in particular on cross-cultural marketing. In this context, various cultural concepts are discussed. You will learn about different instruments of the marketing mix and their application in an international context.

Learning Objectives of International Marketing

After successful completion of this module, participants

• have a fundamental understanding of modern marketing, understand its layers and know how international marketing differs and relates to other marketing phenomena.
• understand the problem of standardization compared to adaptation.
• have developed the ability to distinguish strategic and tactic instruments and to apply these in international marketing in the context of standardization vs. adaptation.
• can relate cultural aspects and concepts to the question of standardization vs. adaptation and know selected channel and funnel marketing strategies in international marketing.

Description of Sales Management

The course Sales Management provides an overview of established modeling approaches for predicting sales or market shares of consumer goods that are applicable in any international context. In particular, various sales management approaches for nondurable and durable consumer goods are discussed.

Learning Objectives of Sales Management

After successful completion of this module,

• participants know the essential goals and instruments of sales management.
• participants have the analytical skills to make well-founded sales and market share forecasts using relevant methods and analysis tools that are applicable in any international context.
• participants are familiar with the differences in sales management for established versus new durable  and durable consumer goods as well as for promoted products.
• participants have an overview of important empirical findings in the area of sales management for the different product categories mentioned above.

Target group:

• Managers / employees with experience in marketing and/or interest in international marketing and sales management;
• Engineers or graduates of other fields of study who want to further their education in the field of International Marketing and Sales Management.

Course fee: 450 €

This certificate course is currently not taking place!

This certificate course can be credited to the Master program "Intercultural Leadership and Technology".