Marketing and Social Innovation

Marketing is more than advertising. Marketing professionals understand customer needs and market developments in order to position their company competitively in the market.

You are passionate about...

conceptual and strategic tasks
market and customer analyses
creative activities

Career Opportunities

The Marketing and Social Innovation specialisation will open up the following career roles to you:

Marketing manager
Digital/online marketing manager
Product manager
Brand manager
Digital analyst
Social media & community manager
Customer service manager

Direct insights into practice

Lectures are given by experienced marketing specialists in order to combine the knowledge you have learned with practice. You will visit companies and advertising agencies where you can experience the work of the professionals up close.

Data-driven digitalisation is providing companies with an increasing number of tools to identify and respond to the needs of their customers.

What conclusions can companies draw from the data? How can they successfully place their products in increasingly confusing markets? How can satisfied customers become brand ambassadors? Marketing provides the right answers to such questions. This course is aimed at creative students who are interested in complex economic issues and want to take on the challenges of marketing in the digital age.

Content

The learning content is based on current issues. New developments, technologies and theories are continuously incorporated into classwork. The most important content includes:

Developing marketing strategies
Implementing marketing concepts
Carrying out market research
Understanding customer insights
Analysing customer behaviour (the customer experience, the customer journey, CRM)

Module description

This Specialisation is taught in German