IHM Sales & Marketing Management.

Programme description MODULE 1: Choice of tactical direction and operational management The learning focuses on determining, based on the company's marketing strategy and tactical business challenges, the direction of the operational management of the influencing activities for which the marketing and sales function is responsible. Based on the customer's journey towards a purchase, the media channels used, the outcome of the previous period's activities, market factors and the organisation's resources, the circumstances that promote and hinder the conditions for reaching the sales targets for the coming financial year are identified. The module concludes with practice in how to determine the direction of the operational management of marketing and sales activities from period to period during the financial year. MODULE 2: Design of influence and operational management The learning focuses on developing the ability to design influencing activities and the operational sales and marketing activities depending on different contexts and tactical situations. The skill of handling legal and ethical issues within the marketing and sales function is also practised. MODULE 3: Determining the direction of tactics and operational management The learning focuses on independently, in a group, exploring a tactical business challenge in a company and, based on the observations made, determining and recommending the direction of the influencing activities and operational management. The project work covers a given company. Scope: The programme comprises approximately 400 hours, of which approximately 100 hours are teacher-led. The remaining time includes time for self-study (recommended time or more) and examinations.