Marketing Executive Program (MEP)The high level of dynamic in almost all markets has led to a considerable change in the basic conditions of many companies. Thereby, it was shown that the boundaries of classic marketing are very quickly being reached. The knowledge and abilities in relation to academically funded, innovative methods and practice in marketing are very important advantages in competition for companies. The possibility to apply this knowledge to everyday working life is usually limited for most leaders. Due to this, the Marketing Centrum Muenster (MCM) has offered the Marketing Executive Program (MEP) since fall 2000.
The three critical "i's"
Integrative:
The uniqueness of the Marketing Executive Program shows itself in competence that leads to solving conflicting problems. Problems that sprout from the areas of conflict from business, producers and suppliers are the center of attention. The general approach to the Marketing Executive Program is produced through this, not to take single elements from added value chains into account, but rather find an overlapping solution.
Innovative:
Self developed case studies offer the ideal opportunity to put learned problem solving instruments into use within small groups. A group of MCM employees looks after the case study. Teach and learn with help from electronic media are also an important part of the seminar. Through this, modern marketing tools, for example innovative marketing research technologies, go directly onto the computer. The high competence of instruction and research from four university institutes is another guarantee of the mediation of current knowledge and brings your marketing knowledge up to date.
International:
A special benefit come from the co-operation with MBA programs from internationally acclaimed universities (for example: University of Urbana Champaign/USA, Tongji-University in Shanghai/China). During the time out of the country, market particularities are examined and practical inter-cultural competences are extracted.
Occupational field/ Target audience
The advanced training course "Marketing Executive Program" acts especially to mediate and create discussion about modern business administration development, concepts and methods in the market. The Marketing Executive Program is centered around special needs of work-study programs. The program is directed toward leaders from the marketing and sales areas, but does not turn away distinguished participants from other disciplines.
For this target group of modular programs there is the possibility to become familiar with modern marketing methods and to discuss their application with experienced marketing experts. The program is directed toward people who have a degree and work experience.
Focus / Curriculum
The Marketing Executive Program brings up the thought that many questions in the marketing branch are comprehensive and are possible to solve through value added chains. The content of the modules has been created by specialists from the seminars. In each module, problems are considered from the viewpoint of supplier, manufacturer, service and retail companies.
Module 1: Strategic Marketing Management Seminar Facilitator: Prof. Dr. Ahlert, Prof. Dr. Dr. h.c. Backhaus, Prof. Dr. Burmann, Prof. Dr. Krafft
The foundation of strategic marketing / special features of strategic retail management, industrial commodities marketing and consumer commodities marketing/ selected instruments for strategic planning/ strategic price management
Module 2: International Marketing Management Seminar Facilitator: Prof. Dr. Dr. h.c. Backhaus
market entry decisions: Methods to estimate foreign market value/ the meaning of various cultures for the international market entry/ particularities of the Asian market/ strategies of the international market development/ impact of legal and political impact factors on the market entry decision Module 3: Management From Added Value Networks and Marketing Controlling Seminar Facilitator: Prof. Dr. Ahlert
Added value process management: supply chain management, customer relationship management, efficient consumer response, category management, benchmarking, business process reengineering/ price war and strategic brand coordination/ marketing controlling / network control
Module 4: Communications and Trademark Management Seminar Facilitator: Prof. Dr. Burmann
The trademark phenomenon: History, purpose and economic relevence/ Identity based marketing guidance/ trademark management in various branches and company types/ communication management
Module 5: Customer Management and Direct- Marketing
Seminar Facilitator: Prof. Dr. Krafft
Customer life-cycle - phases of customer relationships, strategies and instruments/ meaning of value-oriented customer management/ integrated implementation of customer management and control/ development, instruments, goals and strategies in direct marketing/ planning and optimization of direct marketing activities / control of direct marking activities
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