Channel Management
| Contents | Social and technological change is influencing a wide range of industries. The Channel Management certificate module offers insights into the active management of customers and control via various channels. Multichannel management shows the complexity and challenges, be it direct sales via retail or e-business-based platforms or creative business models. Export management offers opportunities, but also challenges in international trade and sales activities that require framework conditions and management tools. This applies both in the context of small and medium-sized companies. In addition, the certificate module provides in-depth know-how about e-business and the connection with multichannel management. The "French Paradox" is an essential part of the certificate module. Using the example of the wine sector, an interactive business game is used to show the interplay between marketing, strategies, finance and human resources. |
| Lecturers | Prof. Dr. Marc Dreßler |
| Course language | English |
| Previous knowledge | No prior knowledge required |
| Duration | 3 attendance days |
| Semester | 2, see overview of curriculum |
| Workload | 125 h |
| ECTS | 5 |
| Information and materials | Will be made available via the learning platform Olat. The location and timetable are also available online. Access is granted after successful registration. |
| Examination | Project work and presentation. |