About the Course

This course enables you to perform your role as a board or management team member optimally and confidently in the interests and for the benefit of your company, your employees and your customers. In the end, you should know the most important theoretical basics. You will get a definition of the relevant terminology, an introduction of concepts with practical examples and tips for your own work. And in the end, you will successfully get through any discussion, even about unrelated topics. Then participation has definitely been worthwhile – hasn't it?


Objectives of the Course
  • In this course, I would like to give you an overview of the topic of marketing. 
  • The most important terms and the famous “4 P” are explained with the help of practical application examples. After the course, participants will be able to present the marketing mix and apply it at company level.
  • This will often be done using examples from consumer goods marketing. However, it can also be applied to the other sectors.
  • Finally we learn that “AIDA” is not only an opera by Guiseppe Verdi.

Course Content
  • Definition of the term “marketing”.
  • Types of marketing
  • Development stages of marketing
  • Marketing process model
  • Marketing mix or “the 4 P”
    • Product policy
    • Price policy
    • Promotion / Communication policy
    • Place / Distribution policy
  • Functions of a brand

Course curriculum

    1. Introduction to the Course

    2. Intro Survey

    1. Lesson files

    1. Definition of the term "Marketing", customer orientation as the basis

    2. Quiz 1

    3. Marketing history and the Marketing Mix (the "4P")

    4. Quiz 2

    1. Product policy 1: definition and tasks

    2. Quiz 3

    3. Product policy 2: product design

    4. Quiz 4

    5. Product policy 3: branding

    6. Quiz 5

    7. Product policy 4: product variation and differentiation

    8. Quiz 6

    1. Definition and tasks

    2. Quiz 7.1

    3. Phases of price management, price differentiation and bundling

    4. Quiz 7.2

    1. Communication process and goals, the “Lasswell-Formula”

    2. Quiz 8

    3. Target groups, tools, activities and new framework

    4. Quiz 9

About this course

  • $15.00
  • 29 lessons

Instructor

Short-Term Expert at DSIK Enno Söllner

Mr. Enno Söllner holds a degree in economics and has been with Sparkasse Essen since 2002. After holding positions in the board secretariat, marketing, and media sales, he has been responsible for sales management for private and corporate customer business since 2016. This includes sales strategy, controlling, product management, contact and distribution channel management, and internet branch. In 2021, he was appointed as a deputy representative of the Board of Management. Since 2011, he has been contributing his expertise to DSIK work - primarily in the South East Asia partner project but also in other parts of the world.