DAY 1
Marketing Concept and Strategy
- Market Analysis, Market Research, Customer, Competitor, and Company Analysis, and Data Interpretation
- Target Audience Analysis, Sinus-Milieus, and Trends (part of subsequent points)
- Identify, Plan, and Control Marketing Objectives
- Marketing Strategies in Context
- Marketing Mix: 4 P's, 7 P's, and 4 C's
- Marketing Success Factors, Competitive Advantages
- Find and Strategically Plan USP (Unique Selling Proposition) and UCP (Unique Customer Proposition)
- Marketing Organization in the Company
- Development of a Marketing Concept
- Creation of a Marketing Plan
- Implementation and Planning of Cross-Channel Marketing
- WORKSHOP: Strategic Marketing Planning and Positioning Using a Case Study
Marketing Trends
- Connecting Offline and Online Marketing
- Big Data Marketing – What is Feasible
- Viral Marketing – How to Become Contagious
- Low Budget Marketing – Successful and Cost-effective Marketing
- Guerrilla Marketing, Buzz Marketing
- Retro Marketing, Reverse Psychology
- Online Marketing Trends – Where Is It Headed?
- Mobile Marketing Trends
- From One-to-One to Multi-Channel
DAY 2
Branding - The Power of the Brand
- Constitutive Brand Elements, Brand Core, Brand Value
- Brand Positioning
- Brand Staging and Brand Communication
- Brand Management
- Brand & Customer Value
- Importance of Brand Value for Companies and Customers
- Brand Core, Values, and Personality
- Brand Management on the Internet
- Tailored Brand Concepts
- Umbrella Brand, Product Brand, Private Label
- Brand Design: Name, Logo, Packaging
- Visual Brand Message
- Brand Controlling and Measurement
- Case Studies: The Power of Strong Brands
CRM – Managing Customer Relationships
- Building and Using Customer Databases
- Lifecycle Management
- Analytical CRM
- Operational CRM
- Integrated CRM Solutions
- Marketing Automation & Lead Management
- The Four Pillars of Lead Management: Processes, Communication, Tools, Methodology
- Marketing Automation: Database, Web Controlling, Communication, Workflows, CRM Synchronization – All in One
- Target Groups in Modern Digital Marketing
- Lifecycles, Progressive Profiling, Lead Nurturing, Lead Scoring
- Adapting Marketing Automation & Lead Management to Content Architecture
- Marketing Automation & Lead Management in the Marketing Technology Environment
DAY 3
Basics of Marketing Controlling
- Planning Perspectives in Controlling and Tasks
- Strategic Controlling Instruments in Marketing
- Ecological and Demographic Market Analyses
- GAP Analysis for Timely Recognition of an Upcoming Strategic Shift
- Experience Curve Analysis – Unlocking Resources
- Product and Customer Lifecycle Analyses for the Marketing Mix
- Portfolio Analysis for Competition
- SWOT Analysis
- Operational Controlling Instruments in Marketing
- ABC Analysis for Success-oriented Marketing
- Decision Basis: Sales and Revenue Statistics
- Revenue and Cost Controlling Based on Full Cost Accounting
- Contribution Margin and Contribution Margin Calculation
- Break-even Point Analysis as a Planning Tool for Sales Volumes, Prices, and Costs
- Expanded ROI Analysis
- Process Cost Accounting and Time Management to Reduce Administrative Marketing Costs
- Metrics for Effective Sales, Distribution, and Logistics Controlling
- Performance Data and Metrics of Media Planning
- Success Metrics from Pre- and Post-Tests for Advertising Evaluation
- Balanced Scorecard for Comprehensive Inclusion of Qualitative Success Factors
- Success Planning = Budget Planning
- Planning Methods: Top Down, Bottom Up, Cross-Check Method, Zero Base Budgeting
- Forecasting, Forecast, Projection – Periodic or Rolling
- Tactical Budgeting & Operational Budgeting
- Marketing Budget in Correlation to Sales, Revenue, Personnel, and Liquidity
- Financial Planning of a Marketing Campaign on a Daily, Monthly, or Quarterly Basis
- By Sales, By Regions, By Leads, By Likes, By Desired Market Position
- IT-supported Budgeting
- Requirements for Software Solutions
- Overview of Software Solutions
- WORKSHOP: Planning and Budgeting an Online Marketing Campaign
DAY 4
Marketing Psychology, Neuro-Marketing
- Limbic Positioning of Products
- The Neuroeconomic Approach in Marketing
- Emotional Information Processing
- Emotion Research: Responses, Body Signals, Movements, Test Reactions
- Introduction to Neuromarketing Basics
- The Structure and Key Areas of Our Brain
- New Findings in Brain Research
- The Role of the Unconscious
- Emotional and Cognitive Systems
- The Emotion Systems: Stimulance, Balance, and Dominance
- Limbic System and Limbic Instructions
- Somatic Markers, Basic Emotions, and Motives
- Emotion, Motivation, and Reward Models
- Limbic Types
- Neurodual Marketing
- Multisensory Marketing
- Sublime Effect
- Language and Images in Purchasing Decisions
- Mirror Neurons as the Basis of Communication
- "Nucleus Accumbens" vs. Control Systems, Memory, and Embedded Experiences
- Benchmarking: Successful Methods in Neuromarketing
- Neuromarketing – From Product Optimization to Tactical Media Planning
- Neuro Pricing
- Neuro Advertising
- Brand Sense
- Planning and Execution of Communication Measures
- Marketing Communication and Media Planning
- Media Selection and Evaluation
- Communication and Marketing Tools
- Marketing Media and Channels
- Media Selection and Weighting in the Media Mix and Spatial Integration of All Measures
- Overlapping-free Net Reach
- Permission Marketing, One-to-One Marketing
- Event Marketing, Public Relations 3.0, Scene Marketing
- Marketing Response, Direct Marketing
- Corporate Identity: Corporate Communication and Design
- Success Factor Internal Communication
DAY 5
Online Marketing & Web Analytics
- Areas of Digital Marketing
- Communication in Social Networks
- E-Commerce & Online Sales
- Brand in the Digital Environment
- Online Advertising
- Content Marketing Management
- Social Media Management
- Social Monitoring, ROI in Social Marketing
- Online Reputation Management
- Forums, Blogs
- Mobile Device Marketing
- Search Engine Marketing Management & AdWords (SEA)
- Elements of On-Page Optimization
- Basics of Off-Page Optimization
- Search Engine Optimization
- AdWords & AdWords Strategies
- Newsletter Marketing
- Affiliate Marketing
- Display Advertising and Performance Marketing
- Neuromarketing in Online Marketing
- Advertising Forms and Special Advertising Forms
- Viral Marketing, E-Couponing, Online Guerrilla Advertising
- Requirements for the Website
- Web Analytics
- Basics: Spider, Robots, Crawlers, PageRank
- Logfile Analysis for Traffic and Visitor Behavior
- PageRank, AlexaRank, and BlockRanks
- Keyword Analysis and Keyword Databases
- Link Checker - Finding Errors and Determining Value
- Link Exchange and Backlink Checker
- HTML Optimization and Source Code Compression
- Domain Popularity
- Usability Test
- Visual Analytics
- Proven Tools from Backlink to Tutorial
- Usability as a Basic Requirement and Success Guarantee
- WORKSHOP: Website Check
Modern Marketing – Ready for the Big Challenge
Today, the key success factor in business is marketing. Companies that consistently differentiate themselves from the competition are the successful ones. Only those who listen closely to their customers and inspire them with innovative ideas will achieve long-term success in the market. Only those who align their decisions consistently with the well-being of their customers will succeed with increasingly similar products and services.
The prerequisite for this: Managers who have a comprehensive understanding of the entire marketing process. They must grasp and consider markets, target groups, customer needs, competitive situations, as well as legal and political conditions. But that's not enough for real success! Marketing managers today need not only solid foundational knowledge but also must be familiar with the latest trends such as Brand Democratisation, Crowdsourcing, Mass Customization, Social Marketing, Content Marketing, or Mobile Marketing, and be able to integrate them into successful strategies. They must be able to identify, assess, and utilize new trends for their company's success.
The Best Conditions
The role of the marketing manager is changing faster than ever before. A globalized economy, new ways of communication and distribution, and ever-easier comparability of products and services: Only those who navigate new marketing disciplines as confidently as the traditional areas can conduct successful marketing management. The training to become a Certified Marketing Manager (FH) provides you with up-to-date knowledge. The collaboration between the Munich Marketing Academy and University of Cape Town ensures the ideal combination of practical relevance and scientific quality.
From the latest in marketing research to the nuances of cutting-edge online strategies, you will gain knowledge that will make your company stand out! Renowned practitioners and leading consultants will impart in-depth expertise, the latest trends, and current developments. Through best-practice and state-of-the-art examples, successful strategies, tested methods, and tools will be analyzed, providing important impulses for practice.
Maximum practical relevance is ensured and promoted through interactive group work, presentations, and discussions. Efficient and intensive: The course content is comprehensively and compactly presented in five-day modules. You will engage in thought and experience exchange with speakers and colleagues from other industries, gaining fresh perspectives and innovative ideas that will pave the way to successful marketing.
Marketing-House©
This seminar is conducted according to the Marketing-House© principle.
Folgende Vorteile erwarten Sie
Practical expertise, proven tools and methods, and the latest trends in marketing, both in theory and practice. With the Certified Marketing Manager (FH) program, you will gain the competence to provide new impulses to a company's marketing and to manage all marketing activities from start to finish. Collaboration with University of Cape Town ensures you receive an internationally recognized certificate:
- Latest trends and developments in marketing
- Marketing tools through the ages
- Successful brand strategies and brand management
- Pricing strategies and price management
- Marketing control for managing success
- Integrated communication and multi-channel management
- Value-oriented marketing and efficient customer value strategies
- Integration of e-marketing and m-marketing into the marketing mix
- Long-term customer retention through loyalty programs
- Management of customer lifetime value
Das Seminar richtet sich an
Are you already working in marketing and want to update your knowledge? Are you coming from product management or communications and want to expand your knowledge in the direction of marketing? Do you want to pave the way for your company’s future with innovative strategies or are you seeking a new professional challenge in marketing? With the certified training from Munich Marketing Academy, you will acquire the skills needed for a successful career in marketing!
- Heads and leading employees of marketing departments
- CEOs and entrepreneurs
- Online marketing managers or product managers
- Sales personnel
- Executives in product management and branding
- Communication professionals (internal/external)
- Executives from PR and advertising agencies
- Career changers who need up-to-date marketing knowledge quickly and practically
- Individuals from all sectors of industry, services, and trade, as well as B2C and B2B, for interdisciplinary exchange
Methoden, Ablauf
A compact course in theory and practice for a holistic approach to marketing management.
- Expert Knowledge: Delivered through presentations and practical examples.
- Solution Development: Address specific tasks through case studies; results are analyzed and presented afterward.
- Discussion and Exchange: Integrated elements of the course.
- Marketing Concept: Development of a personal marketing concept using the "Marketing-House Process" of MMA.
Group work and presentations foster interactive participation. Benefit from exchanging experiences with participants from other industries and the presenters from practice.
The content of this program is delivered by experienced practitioners and specialists. The speakers have both substantive expertise and extensive experience, as well as the methodological and didactic skills to structure the knowledge and interactive processes effectively.
The limited number of participants ensures intensive and interactive engagement.
Das Seminar beinhaltet folgende Leistungen
In-Person
- Training from 09:30 to 17:30, including necessary materials.
- Comprehensive script with theoretical content, recommendations, and references.
- Studies, tables, lists, e-books, scripts available for download via links.
- Inclusion in alumni database (contacts, studies, cases, links).
- Breakfast (fruit, muesli, yogurt), lunch, coffee, tea, soft drinks, and pastries.
- Hotel service (recommendations).
- Internet service (Wi-Fi, loaner laptop, emails), optional.
- Event services (events, restaurants, concerts), optional.
Live Online (Daytime)
- Training from 09:30 to 17:30 in English (with German translation on demand), including necessary materials.
- Comprehensive script with theoretical content, recommendations, and references.
- Studies, tables, lists, e-books, scripts available for download via links.
- Inclusion in alumni database (contacts, studies, cases, links).
- Recording of the seminar available for download.
Certified Marketing Manager (FH)
With our practical courses and advanced training, you will receive an accredited university certificate from University of Cape Town. Additionally, you will be awarded the "Certified Marketing Manager (FH)" certificate from the Munich Marketing Academy. You will receive this certificate promptly after completing the training. We do not impose exam stress; instead, we recognize your participation and contributions in case studies and workshops. Your qualification check is based on the practical application of what you have learned during the course. Our goal is for you to complete the course with proven knowledge and approach new tasks with fresh enthusiasm.
The certificate from University of Cape Town provides you with a high-quality qualification from one of the largest and most research-intensive universities of applied sciences in Europe. The authorization of this educational institution by the stringent regulations of the central education system ensures worldwide recognition of your certificate. You are welcome to use the reputable title "Certified Marketing Manager (FH)."
With a certificate from the Munich Marketing Academy, you receive not only a professionally recognized qualification but also a document that enjoys high recognition and reputation in practice. Each of our instructors and trainers possesses the necessary educational qualifications and certifications, as well as additional qualifications. We offer more than the usual. Our educational institution is a member of MedienCampus Bayern e. V., the government-supported umbrella organization for media education and training in Bavaria. Our educational concepts are shaped by our involvement in ARGE ProEthik.
To fulfill the requirements and provide explicit proof of your acquired qualification, the educational content covered in your "Certified Marketing Manager (FH)" certificate is clearly outlined.
This includes the complete requirement profile, from the development of the online market, its specific sales marketing communication and strategies, to their deepening in terms of lead generation and connection to the offline market.
Your "Certified Marketing Manager (FH)" certificate serves as a high-level competence proof for company leaders, government officials, or HR managers. Moreover, you will benefit from the excellent reputation of University of Cape Town and the Munich Marketing Academy in the business world, among associations, and in administrative circles.
Volker Lorenz Beckert
Experte für digitales Marketing, Branding und Selbstmarketing
Der International MBA in Management & Communications ist neben seiner unternehmerischen Tätigkeit Marketing-Coach, FH-Marketing-Dozent und Prüfer für FH Studiengänge. Dazu kommen Marken- und Strategieberatung auf dem europäischen Markt, die Tätigkeit als Gründer- und Krisencoach sowie Coach und Mentor im Bereich Selbstmarketing.
Florian Bausch
Experte für Brand-Management, Marketing & Transformation
Der Gedanke „Marketing muss konsequent den Unternehmenszielen zuarbeiten“ prägt die Arbeit von Florian Bausch. Der gebürtige Konstanzer ist „Marketing- Mann“ durch und durch – und liebt, was er tut. Seit mehr als 25 Jahren arbeitet Florian Bausch in internationalen Firmen auf Agentur- wie auch Unternehmensseite – und liefert Resultate, auch in schwierigen Marktumfelder und für unterschiedliche Branchen – Konsumgüter, Gebrauchsgüter, Investitionsgüter und Dienstleistungen.
Patric Weiler
Experte für strategisches Sales & Marketing
Seit 2001 ist Patric als Mitgründer der Online/Offline Agentur 7th SENSE in 2003, einer der Digital-Marketing-Pioniere der DACH Region. Auf Unternehmensseite verfügt er über ein breites Portfolio, im Management international agierender Konzerne, in Führungsrollen im Mittelstand, bis hin zum Accelerator innovativer Deep-Tech Startups.
John Muñoz
Experte für MarTech und Digital Analytics
John Muñoz ist ein erfahrener MarTech Solution Designer und Unternehmensberater, der umfangreiche Erfahrung in den Bereichen Marketing, Technologie & Digital Analytics mitbringt. Angefangen im Bereich Web Development konnte er sich schnell für Digital Marketing und Analytics begeistern und agiert durch sein technisches Know-How meistens als Schnittstelle zwischen IT, BI und Digital Marketing. In seiner Laufbahn war er sowohl für E-Commerce Start-Ups wie auch für Corporates tätig.
Der kommunikative Berater überzeugte bereits namhafte Kunden wie beispielsweise Allianz Deutschland, CosmosDirect, AOK Plus, HOSPITALITY.digital (Metro Group), und Saloodo (DHL Freight ) mit seiner profunden Fachexpertise. Dabei gehörten unter anderem die Konzeption & Implementierung von Analytics Lösungen, SEO Strategien und Audits wie auch Entwicklung und Umsetzung von Testing & Personalisierungskonzepte, Führung von Projektteams, BI & Big Data Projekte zu seinen Aufgabenbereichen.