IHM Sales & MarketingManagement.

Course description MODULE 1: Identification of tactical business challenges and choice of direction The learning focuses on using the company's market strategy and current tactical business challenges to determine the direction of the influencing efforts for which the sales and marketing function is responsible. This involves researching and understanding the customer's journey towards a purchase, media channels in use and the outcome of previous periods' efforts, and assessing the factors in the marketplace and the organisation that promote and impede the conditions for achieving the sales target for the following year. The aim of the module is to increase the ability to determine how to direct sales and marketing activities during the coming periods of the following year. MODULE 2: Design of influencing efforts and operational management of sales and marketing The learning focuses on developing the ability to shape influencing efforts and operational management of sales and marketing activities depending on different contexts and tactical situations. The module also trains the ability to handle legal frameworks in sales and marketing. MODULE 3: Determining the choice of tactics and the operational management of sales and marketing activities The learning focuses on working independently in a group to explore a tactical business challenge in a company and use the findings to define and recommend the approach to the influencing efforts and operational management of sales and marketing activities. The project work covers a specific company. Scope: The course covers approximately 400 hours of which approximately 100 hours are teacher-led. The remainder includes time for private study (recommended time or more) and examinations..