International Marketing & Strategy Program

The International Marketing & Strategy Program is a 2-part program for managers with responsibility for markets, countries, customers, product groups, brands, distribution channels.


The International Marketing & Strategy Program combines two central aspects – the focus on market and customer proximity as part of marketing management, and the constant effort to achieve growth and increase profitability within a
framework of strategic management.

Who should attend

  • Marketing executives responsible for leading strategy, innovation, and organizational change in their companies, or client firms
  • Senior leadership responsible for market management and who are in charge of positioning and strategic development of that market
  • Heads of marketing, sales, distribution and marketing areas, who are responsible for implementing market strategy as stipulated by marketing management

Key details

Part 1: 13.11.2023 - 16.11.2023, Köln
Part 2: 11.03.2024 - 14.03.2024, Berlin
EUR 9'200.- / CHF 8'900.- (plus VAT)

Part 1: 15.04.2024 - 18.04.2024, Brunnen (near Lucerne)
Part 2: 09.09.2024 - 12.09.2024, Davos
EUR 9'200.- / CHF 8'900.- (plus VAT)


For registration, please click the link below.

Register here

Areas of Focus

Part 1: Market and Customer Orientation

Market and Customer-Oriented Company Management

  • The components of strategic marketing
  • Trends and developments
  • The principles behind dynamic markets
  • Developing and implementing marketing strategies

The Marketing Mix – Its Central Elements and Concepts

  • The right product, service and portfolio policy
  • Appropriate pricing – how do you determine and implement it?
  • How do you organize company communication? How can you ascertain its budget and resource needs?
  • Taking the offensive in customer retention
  • Corporate identity and brand concepts
  • Ultimately, results are achieved by distribution so the right sales channels must be chosen
  • What sales and distribution channels make sense and how do you implement them?
  • Success at the point-of-sale
  • CRM and keyaccount management
  • Digital and online marketing
  • Using e-marketing

Leading the Integration of Digital and Traditional Marketing

  • How do you measure the success of marketing activities?
  • The tasks of marketing implementation
  • Real examples from the business world

Part 2: Strategic Management and Business Development

The Strategic Concept

  • The importance of growth for the viability of a business
  • How to achieve growth
  • How management controls growth

Analyzing your Strategic Positioning

  • The business portfolio
  • Examining your business model
  • Types of business activities that accelerate growth

Recognizing Growth Potential

  • Unsolved customer problems, new customer benefits
  • The potential of existing customers
  • Creating new markets
  • Gaining market share and business development

Growth and Profitability

  • Which growth concepts are a danger to profitability
  • What you need to do to achieve profitable growth

Successful Implementation

  • Recognizing the modifications needed
  • Successfully dealing with resistance