... know the key success factors and levers in sales and know what is important for an effective and efficient sales organization.

... know the basics and models of strategic brand management and strategic brand positioning.

... understand how premiumization works and know its advantages and disadvantages in theory and practice.

... understand the basics of customer experience management (CXM) and know tools for managing the customer experience.

... understand the concept of the customer journey and the integration of digital and analog touchpoints.

...can use selected tools to manage customer experiences.

... can identify target groups for brands and derive corresponding positioning strategies.

... can identify relevant customer contact points and analyze them for pain points, systematically measure customer satisfaction, and design and improve the customer experience along the customer journey in order to achieve competitive advantages.

• Basics of sales strategy
• Customer journey and customer experience management (B2B and B2C)
• Digitalization in sales and brand management
• Fundamentals of strategic brand positioning and management
• Premiumization in theory and practice
• Brand-related consumer behavior