Certificate of Advanced Studies in Strategisches Marketing

The CAS deals with the core tasks of product and customer management. Participants develop an understanding of the central importance of product innovation and maintenance or customer acquisition and retention. The course enables them to develop a product or customer strategy from the corporate strategy and to use tools such as customer behavior or customer potential analyses.

The CAS Strategic Marketing can be taken individually or as part of the MAS Marketing Management, MAS Customer Relationship Management and MAS Product Management.

Target audience

The CAS is primarily aimed at participants from the following functional areas:

• Business Development
• CRM
• Marketing
• Product Management
• Service
• Sales

Goals

Module 1 - Core tasks of marketing

After successful completion of the module

• understand how value is created in the company through services and relationships;
• you know the central theories, models and instruments of product or customer management and can apply them in practice;
• you have expanded your function-specific view of marketing, sales and service into a holistic perspective of business management;
• you are able to assess the degree of customer orientation of your own company;
• you have the ability to independently develop a product or customer strategy;
• you are able to apply the main elements of product marketing and product policy in a target group-oriented manner.
  

Module 2 - Potential analysis

After successful completion of the module

• know the basics of customer behavior and develop an understanding of customers and their needs;
• understand the nature, tasks and methods of market research;
• you are able to identify, evaluate and select customer and service potentials;
• you are able to manage customer relationships according to their value for the company;
• you are able to analyze customer information qualitatively and quantitatively and develop targeted strategic and operational measures on this information basis;
• you have sharpened your management skills using selected case studies.