Intensive Seminar Marketing Controlling

Managers are increasingly faced with the challenge of ensuring the effectiveness and efficiency of market-oriented corporate management. In addition, the pressure on marketing managers to justify their actions is increasing, as the question “What’s the point?” and the return on marketing are being asked more and more frequently.

The intensive seminar “Marketing Controlling” focuses on ensuring an effective control loop of target-oriented marketing and sales planning, appropriate budgeting and efficient controlling. In addition to strategic aspects of marketing controlling as well as an impact and efficiency control of marketing instruments, you will deal intensively with the definition, selection and measurement of strategically appropriate marketing and sales key figures in three days by developing the basic features of a marketing cockpit for your own organisation.

Upon successful completion of the course, you will receive a certificate from the University of St.Gallen and can expand the intensive seminar to include the HSG intensive course CAS Marketing Management.

Benefit from the latest findings and developments in marketing and professionalize your marketing management. The Institute of Marketing and Customer Insight offers you a selection of intensive seminars in the field of marketing as further education opportunities. These intensive seminars can be credited to the “HSG Intensive Studies Certificate of Advanced Studies (CAS) in Marketing Management (18 days)”, the “HSG Intensive Studies Diploma of Advanced Studies (DAS) in Marketing Executive (38 days)” and the “HSG Intensive Studies Diploma of Advanced Studies (DAS) in Sales Executive (36 days)”.

Course Goals

Return on marketing? Managers increasingly face the challenge of proving the value contribution of marketing to the company’s success. In this seminar, you will learn how to ensure and demonstrate the effectiveness and profitability of your business unit. After successful participation, you will be able to manage an effective control loop consisting of targeted planning, appropriate budgeting and holistic performance measurement and optimization. Participation in the seminar will enable you to:

• Closely coordinate marketing planning and controlling
• Design and implement key performance indicator systems
• Use digital marketing analytics in a targeted manner
• Provide proof of the effectiveness of your marketing activities

Contents include: Marketing controlling, proof of marketing impact (return on marketing), strategic marketing controlling, KPI-based management systems, advertising and communication controlling, marketing analytics.