You will learn the methods and tools for developing marketing and sales strategies. The module introduces different possibilities for ensuring customer retention with regard to

• Brand
• Vehicle concept
• Drive-train technology
• Infrastructure
• Availability of services

In addition, you will become familiar with the management of retail structures, different sales channels and the development of distributor networks. You will work on a practical project, e.g. on one of the following topics:

• Development of a marketing strategy for a company in the automotive sector
• Importance of customer relationships and customer loyalty
• Sales management, development of distributor networks, alternative sales channels
• Importance and function of financial services in the automotive sector, fleet management
• New mobility concepts (e.g. car sharing)