• English

• English: B1, B2, C1, C2

• 28 December 2023 - 13 January 2024 (Registration deadline of course provider: 1 November 2023)

The winter university programme in Darmstadt is a blended programme. The on-site seminar is complemented and preceded by virtual sessions.

Part 1 – online: 2 December, 9 December, 16 December, 22 December
Part 2 – on-site in Darmstadt: 28 December 2023 – 13 January 2024

The programme is aimed at motivated undergraduate and graduate students with a background in business administration, management studies, economics, marketing, and other related fields of study.

The International Marketing and Sales (IMS) module deals with the growing importance of marketing management for the success of a product and the company. In many industries, the ever-increasing product adaptation and the fierce intensity of competition is placing specific demands on marketing and sales. The absence of differentiation potentials of the actual product can often be compensated by innovative sales and distribution concepts and channels, customer-focused advice and support, and effective processes and systems. At the same time, sales play a fundamental role for complex and innovative products and influence the economic success of a company. Empirical studies show the high success relevance of the sales process. Besides product satisfaction, customer satisfaction during the actual sale and the service received after the purchase are customer loyalty factors – or the reason for customer churn. As a result, the sales department is gaining strategic importance within the management of companies.

This module is composed of lectures and tutorials that provide knowledge about the use of international marketing tools. Students will learn how to manage complex international marketing concepts. This module will focus on different requirements of business-to-business (B2B), business-to-consumer (B2C), customer segments and various industries as well as the selling of services and products.

Topics:

• Introduction International Marketing
• Introduction Sales Management
• Sales Management: Introduction, Face-to-Face, Selling
• Sales Management: Written and Telephone Sales
• Sales Management: E-Commerce and Complaint Management
• International Marketing: Introduction, Market Entry Decisions
• International Marketing: Product, Place, Price, Promotion

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
• Tour of the HUB31 innovation and start-up centre with a focus on sustainable technology solutions, e.g. e-boats, drones, robotics and automated transportation systems, 3D-printers, etc.
• Loop5 shopping centre: case study/analysis

German language courses:

In addition to the academic seminars, all students attend intensive German language courses. These courses are offered at three different levels (ranging from beginner to intermediate).

Join the winter university programme in Darmstadt and spend an unforgettable winter in Germany!