Marketing & Sales | Certificate Program

Economic Foundations

ABWL

Introduction and basic overview of general business administration (ABWL), corporate management and management theory.

Market & Customer

Gain an insight into the basic characteristics of marketing in a social context. Our speakers will provide you with input to understand trends such as digitalization or globalization and the resulting influences on target groups.

Marketing Basics

Immerse yourself in the world of marketing - our lecturers will give you an insight into the wide range of marketing methods and work with you to develop various concepts for marketing strategies. They also cover lots of other topics such as marketing planning, marketing mix, customer segmentation, customer loyalty, relationship management and much more.

Consumer Behavior

Increased customer centrism requires companies to get to know their customers and better understand their behavior and motives. Psychological principles (e.g. involvement, perception) can help to develop the right measures in the customer journey and win over customers.

Marketing Focus

Strategic Marketing

Sustainably successful marketing requires medium-term planning and holistic strategies. The classic question in this context is: "Are we doing the right things?". Specifically, this module of your marketing course deals with the selection of markets and sales channels, customer segmentation and target group management, communication positioning and pricing decisions. We look at the differences between push and pull strategies to stimulate demand in the market and develop a strategic marketing plan with clear guidelines for practical implementation.

Brand Management & Brand Communication

The importance of branding has increased enormously, particularly in the field of communication, due to the use of new media - marketing management is now also brand management. Use the power of brands in your marketing. As part of our marketing course, our experts will teach you about brand management in the digital world, positioning, brand awareness, storytelling and branding. They also focus on corporate identity, corporate wording, brand essence, brand architecture, brand controlling (brand value, image measurement and image transfer), brand advertising and advertising style.

Basics of Market Research

Market research and marketing analytics are essential foundations for business decisions and success monitoring. Develop your expertise in market research projects and learn about qualitative and quantitative methods for gathering information. This module of your marketing course also focuses on the preparation, presentation and reporting of market research results as well as the selection and handling of market research institutes (external service providers).

Marketing Analysis & Controlling

The focus here lies on the visualization of insights and the derivation of assumptions from data. Further topics that you will deal with in this module of your marketing course: Analysis and impact of marketing measures, impact control, price analysis, sales control, key figures in marketing. 

Multichannel Marketing Focus

Market & Corporate Communications

Market Communication

This module of your marketing course covers the essential areas of market communication, including instruments and channels, process and success analyses, omnichannel marketing, integrated communication with classic and digital media (content marketing, SEO, SEA, mobile marketing, e-mail marketing, social media marketing) as well as marketing and sales automation. We also deal with the selection and cooperation with advertising agencies (e.g. in the area of media design), including agency screening, briefing, pitch and advertising impact analysis.

Corporate Communications & PR

In the public relations course, we delve into the world of PR, discuss specific examples and explore the tools of classic PR as well as the possibilities in the online and offline area. We also shed light on the important topic of crisis communication, the creation of press documents, the conception of PR campaigns and how to measure the success of these strategies.

From Briefing to Campaign

Conception of Advertising Campaigns

From briefing to campaign: We look at the entire process, from strategy development to the message and campaign idea through to implementation. We examine the organizational processes of advertising practice, psychological advertising models and practical approaches to effective advertising. We also discuss various agency cultures, look at marketing checklists and delve into concept development as well as advertising impact and communication analysis.

The course also focuses on the design criteria for advertisements, billboards and electronic media as well as the function and development of merchandising material. Case studies of current advertising campaigns provide participants with practical insights into the topic.

Multichannel Communication

From dialogue marketing to cross media and multichannel marketing: We examine the concepts and management processes of integrated communication, including analysis, planning, organization, implementation and control. We pay particular attention to monitoring success and utilizing synergy effects to increase efficiency.

Crossmedia Case Study

When developing a cross-media campaign for a product launch, the objectives, content, budget and project management are of crucial importance. Special attention is paid to the consideration of different target groups within a predefined budget and time frame.

Media & Communication in the Digital Age

Offline Media Channels

The media types of traditional advertising include various channels such as OOH/DOOH, print, TV, radio, cinema and live events. We look at their importance in the media mix, present the individual media and analyze relevant key figures, especially in the Austrian market. We also discuss the advantages and importance of each media type in a 360° campaign and discuss methods for measuring success. Finally, we take a look at the future and the challenges posed by advancing digitalization.

Online Media Channels & Mobile Marketing Case Study

We explore digital tools and their place in a 360° campaign by looking at their benefits and potential uses. There will be a focus on measuring success and potential challenges. We dive into topics such as programmatic advertising, newsletter marketing, SEO, social media, influencer marketing, display ads, etc. In addition, we will present national and international best practice examples to provide a practical insight into successful marketing strategies.

Digital Performance Marketing - Concepts and Use Cases

The participants look at campaigns within the context of digital tranformation with regard to content and so-called pull strategies.

Media Planning

How do I efficiently implement my campaign in the media mix? What does a campaign cost? How do I create a good campaign? This part of your marketing course is about multichannel marketing in the context of digital transformation. 

Sales Focus

B2C & B2B Sales

Sales & Selling Psychology

We focus on the identification and acquisition of potential customers, including the choice of the optimal sales channel and the design of effective sales networks. In addition, we look at the management of sales teams and the methods for monitoring sales success to ensure that sales targets (e.g. increasing turnover) are achieved.

Retail Marketing and Distribution Policy - Focus on B2C

Participants explore the variety of operating forms in retail, both stationary and online, and deepen their understanding of the special features of retail marketing. The focus will also be on retail market research as well as online retail and e-commerce.

Key Account Management - Focus on B2B

Participants deal in detail with trade marketing and learn important concepts of key account management. In addition, sales organization is examined in detail, including sales management and leadership. Case studies provide practical insights into the application of these concepts and strategies.

Customer Experience Management Case Study

e-Commerce: Management & Strategy

In this module of your marketing course, participants are familiarized with the basic concepts of online retail and e-commerce. The key focus here lies on various usable instruments as well as their implementation and measurement of success. Omni- and multichannel sales strategies are also covered in order to develop a holistic understanding of the integration of different sales channels.

Customer Experience

Starting with an in-depth analysis, the participants look at customer journeys. They also take an in-depth look at how to define personas in order to get a clear picture of customer needs and motivations. In addition, strategies are developed to reach customers along their journey at different touchpoints. 

Legal Basis

General Principles of Commercial Law

Business Law

We begin with an in-depth look at the fundamentals of business law, focusing on the main features and systematics of contract law. Special regulations for companies and consumers are also taken into account. Particular attention is paid to the analysis of commercial contracts and their legal framework.

Specialist Legal Areas in Marketing & Sales

Competition, Trademark and Copyright Law

This class deals with special legal topics such as competition law as well as trademark and copyright law in an international context. The main focus also includes unfair competition and immoral behavior (e.g. violations of standards, deception, comparative advertising, etc.). 

Management Skills and Future Topics

In addition to subject-specific content, the participants' team skills are trained. Presentations, pitches and moderation are practised as part of hands-on exercises and round off your marketing course.

In addition, we offer an expert forum that supports the learning process by giving participants the opportunity to discuss current topics from the field.

Thesis: Marketing Study

In small working groups, questions from the field (topics posed by the economy or directly by companies) are worked on as part of a project under expert supervision and developed into practicable marketing concepts.