Digital Marketing & Sales
Course name: Digital Marketing & Sales
Cluster: Marketing
Period: International Business - Year 2
Semester: Fall Semester (starts in September)
Study load: 5 ECTS (~140 hours)
Exam: coursework
Course description
Digital Marketing & Sales are two vital aspects of business. This course emphasizes that a well-rounded digital marketing strategy is pivotal in creating opportunities for sales, while successful sales efforts rely on the groundwork laid by marketing to attract and engage potential customer and stay relevant in the competitive arena.
Competences and learning objectives
After the course you can:
- Explain the key concepts and unique characteristics and challenges of the B2B digital marketing and sales environment;
- Identify and analyze the target audience including the DMUs of a specific B2B company;
- Explain the role of CRM systems in a B2B environment;
- Effectively integrate and utilize CRM platforms with special attention to lead generation tactics such as lead scoring, and CRM integration to identify and nurture high-value leads;
- Design and optimize B2B digital sales funnels;
- Understand and practice the concepts and techniques involved in the B2B consultative sales process;
- Apply these concepts and techniques in a sales simulation and critically reflect on it in a professional manner;
- Develop a commercial process for consultative selling.