Automotive Management II

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)