This module familiarizes students with the theoretical background and practical application of key instruments required to succeed in global business, such as negotiation and presentation. Almost all business revenue generated flows through effective negotiations and presentations, yet these activities are often poorly understood and even more poorly practiced. The module introduces students to the theoretical concepts underlying strong negotiations and presentations. Beyond, students will be provided with a set of practical tools to use when they next find themselves in the role of a negotiator or presenter. Throughout the course, they will practically apply the concepts and tools and thus train their negotiation and presentation skills. All contents will be discussed in the context of global business, appreciating the role of culture and enhancing cultural awareness when interacting with business partners across the globe.​

​Globally, economies are transitioning toward services. At the same time, digital transformation is fundamentally transforming service industries and products. As a consequence, building skills in marketing and managing services has never been more relevant. This module familiarizes students with the key concepts and frameworks in services marketing. Specifically, students will get to know the unique characteristics of service markets and products, analyze each element of the extended, service-specific marketing mix (7 Ps), and learn how to successfully manage relationships with service customers. Throughout, the course will put a major focus on the implications of digital transformation for services. The lecture series is accompanied by interactive discussions of real-world case studies through which students will develop competencies in applying services marketing’s theoretical concepts and frameworks to real-world managerial challenges.

This module captures the emergence of new advanced (retail) marketing channels both in e-commerce and traditional brick-and-mortar. Facilitated by technology, these synchronized channels offer both opportunities and challenges to retailers and other service providers to not only increase the number of transactions with a larger diverse customer base, but also to create more involved, relevant, and even emotional relationships with individual customers and other stakeholders, and so improve brand equity, customer satisfaction, and loyalty. Technological advances in data collection and analysis allow omnichannel marketers to develop a deep understanding of the customer journeys individual (potential) customers are on or are about to take. Understanding how to meaningfully contribute and support these customer journeys offers new avenues for marketing and customer relationship building but also provides challenges not before experienced in marketing. The course curriculum provides dual perspectives, that of retailers and other service providers and that of omnichannel customers, i.e. shoppers, in this age of growing diversity in retail formats where customers seek information and acquire goods and services through a multitude of shopping and delivery modalities. The module will use a “self-study and seminar” format, meaning that the materials will not only be delivered in a traditional lecture format, but also that students will work individually and in small groups with the course materials, partaking in class-discussions, conducting case studies, and deliver a final project presentation at the end of the semester. The content of this module is relevant for students interested in marketing in general and in the development and marketing of consumer products and services from a general management or entrepreneurial interest.​

​Effektives Marketing basiert auf der systematischen Erhebung, Analyse und Interpretation von Daten. Dieses Modul macht die Studierenden mit der Marketingforschung vertraut und befähigt sie, eigenständig ein empirisches Forschungsprojekt durchzuführen. Das Teilmodul Marktforschungsmethoden vermittelt das Methodenspektrum der Marketingforschung und zeigt auf, wie dieses anwendungsorientiert eingesetzt wird. Im Teilmodul Konsumentenverhaltensforschung werden theoretische Konzepte des Konsumentenverhaltens vorgestellt und empirische Erkenntnisse über das Verhalten von Konsumenten diskutiert. Das neu erworbene konzeptionelle und methodische Wissen setzen die Studierenden in einer Projektarbeit um, indem sie in Teams eine experimentelle Studie konzipieren, umsetzen und ihre Ergebnisse im Plenum vorstellen.​