SMEs, start-ups and large companies have one thing in common: they will only be successful if they align their products and services with the market and their customers. Thus, marketing contributes decisively to corporate success and is indispensable for organizations of all sizes today. However, marketing works differently for SMEs and start-ups than for large companies. Especially due to limited human, financial and time resources, SMEs and start-ups face special challenges.
The certificate course (CAS) Marketing Management for SMEs & Start-ups provides the necessary skills to successfully manage marketing in an SME and start-up company.
This CAS is not a continuing education course in the traditional sense. Participants work on their own company case throughout the course - from site analysis to the development and implementation of their own marketing roadmap. Each class starts with short theory inputs, method training and best practice case studies. Afterwards, the participants devote themselves to their individual questions. Regular coaching sessions accompany these activities. In the second module of the course, which deals with the implementation of the marketing roadmap, participants receive support from a team of motivated students from the bachelor's degree program in business administration.
The CAS Marketing Management for SMEs & Start-ups can be taken individually or as part of the MAS Marketing Management.
Target audience
The CAS is aimed at marketing managers from small and medium-sized enterprises who would like to build up knowledge and competencies in order to be able to analyze their company's marketing potential holistically and exploit it more effectively in the future.
Goals
Upon successful completion of the course, participants will have the following competencies:
- They have an understanding of modern marketing, including challenges and approaches to solutions.
- You have developed a holistic view of your company and your marketing.
- You will be able to conduct a comprehensive analysis of the current situation, identifying areas of need and challenges.
- You can conduct smaller market research projects with limited resources (e.g. focus groups, interviews, surveys).
- You can deal with resistance and are able to pick up and convince the management and other stakeholders.
- You can develop a consistent and actionable marketing roadmap for the next 12 months.
- You have acquired the necessary technical and methodological skills to implement your own marketing roadmap.
- They are able to independently update their marketing knowledge and make this knowledge useful for their own work.
- They can select suitable experiments to test marketing measures.
- They are familiar with various methods for integrating customers into company processes.
- You can promote Customer Centricity across the entire company.
- You have developed and practically applied self-leadership skills.
