The students will understand the concept of the segmentation, the targeting and positioning. The most important marketing instruments and tools will be learned theoretically and with different workshops. At the end of the module the students are able to establish a marketing mix for products and services. 

The following theories will be lectured and applied with group workshops to create a marketing mix for SME companies:

- General STP concept
- Communication content
- Story telling
- Segmentation of audience and target groups
- Targeting with Personas
- Positioning with customer journey & Touch-points
- Marketing Mix & Budgeting
- Ecosystem of online Marketing