International Marketing and Sales (Hessen: IWU – International Winter University)

The International Marketing and Sales (IMS) course deals with the growing importance of international marketing management and sales for the success of a company. In many industries, product innovations and intense competition place special demands on marketing and sales. A lack of differentiation potential can often be compensated for by innovative sales concepts and channels, customer-oriented advice and support as well as effective processes and systems. At the same time, sales play a fundamental role in complex and innovative products and impact the economic success of a company. Empirical studies show, for example, that the sales process significantly contributes to success: alongside product satisfaction, customer satisfaction in both actual sales and after-sales service serves as a factor for customer loyalty – or as the reason for customer churn. For this reason, sales is also becoming increasingly strategically important for company management. This course consists of lectures and exercises that impart knowledge about the application of international marketing and sales concepts. Students learn how to handle complex international marketing strategies. Different requirements of BtoB and BtoC customer segments, diverse industries, and the distribution of services or products are taken into account in this course. Topics: Introduction to international marketing Introduction to sales management Personal selling Sales by telephone and written communication E-commerce and social commerce Complaint management Internationalisation Market entry modes Product and price policy Distribution policy Communication and international branding The on-site programme consists of seminars, case studies, and excursions to relevant companies.  Currently planned excursions (subject to change): Tour of Lufthansa Airbase and presentation about international marketing strategies at Deutsche Lufthansa Guided tour of Stihl Sales Department in Dieburg and presentation about international marketing campaigns More excursions to be planned... German language courses:  In addition to the academic seminars, students can attend intensive German language courses. These courses are offered at three different levels (ranging from beginner [A1] to intermediate [B1]). A detailed programme description can be found on our website: https://wup.h-da.de/index.php?id=19494 A two-day cultural excursion to Munich and Neuschwanstein Castle is part of the programme.