Study Guide

Learning objectives

After completing the course, you will be able to:

Take responsibility and digitalization into account in marketing

Describe marketing solutions and take account segmentation criteria and customer behavior factors and different competitive tools and how to utilize them

Identify the customer process and the phases of sales work and have a customer-oriented approach.

Content

Marketing concept, key tasks and customer value creation
Marketing environment
Purchasing process and customer behavior
Segmentation and buyer personas
Competitive tools of marketing
Phases of customer service and sales work