Students can explain the concept of Buyer Persona. They can analyze methods of marketing and sales automation. They can apply the principles of inbound marketing and growth hacking in a case study.

None

Lead marketing is to address potential customers according to their needs in different phases of their customer journey. A lead, i.e. a qualified contact, is to turn into a satisfied customer.

• buyer persona
• marketing and sales automation
• inbound marketing
• growth hacking

• Fuderholz J. (2017): Professionelles Lead Management: Schritt für Schritt zu neuen Kunden: Eine agile Reise durch Marketing, Vertrieb und IT. Springer Gabler.
  
• Hannig U. (ed.) (2017): Marketing und Sales Automation: Grundlagen - Tools - Umsetzung: Alles, was Sie wissen müssen. Springer Gabler.
  
• Herzberger T./ Jenny S. (2018): Growth Hacking: Mehr Wachstum, mehr Kunden, mehr Erfolg. Rheinwerk Computing.
  
• Schlömer B. (2018): Inbound!: Das Handbuch für modernes Marketing. Rheinwerk Computing.

Lecture, group work on case study

Module exam - see module description for details