Marketing

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Implement customer and market orientation professionally

The module first teaches you the basics of marketing. This will enable you to define the right mix to utilise different channels. You will use your new knowledge of the behaviour of end customers and institutional buyers to make decisions. You can design marketing measures for new value creation models and integrate big data and AI for efficient processes. You will also utilise social megatrends for marketing purposes.

Lecturer

Prof Dr Thorsten Raabe

Chairholder/Professor of General Business Administration, Sales and Marketing, University of Oldenburg

Mentor

Anne Rubens-Laarmann

Managing Director Chair of Business Administration, in particular Accounting
Heinrich-Heine-University Düsseldorf

Your gain in expertise

Participants in the module can ...

understand the mindset and tasks of marketing.

Identify and differentiate markets.

deal with systematic decision-making behaviour.

recognise new developments in marketing.

understand the institutional characteristics of marketing.

Further education at a glance

University certificate

Certificate of Advanced Studies (CAS)

Dates

The module starts on 1 April
and ends on 8 September 2026

On-site workshops
8/9 May and 14/15 August

Time required and scope

8-10 hours per week, 10 credit points

Teaching format

Online plus two compact workshops at the weekend

Prerequisites

None

Costs

890 Euro plus university fee

Who is the programme aimed at?

The module is suitable for anyone who wants to qualify for tasks in the field of marketing. It teaches the theoretical background as well as the practical approach. You can take the module as certified further education or as part of the part-time Bachelor's degree programme in Business Administration. It concludes with a Certificate of Advanced Studies. The certificate is fully recognised for the Bachelor's degree programme. So you can start your studies without enrolment!