After completing this module successfully, students will have the following professional, methodological, social, and personal competences:

• Professional competence: Students are able to explain key concepts of marketing and product management and evaluate market opportunities, customer needs, and competitive dynamics. They can design coherent marketing and product decisions across the product lifecycle in digital and international contexts.
• Methodological competence: Students can apply methods for market and customer analysis, segmentation and positioning, value proposition development, product planning, and go-to-market design. They can structure product decisions using appropriate frameworks and develop evidence-based recommendations.
• Social competence: Students are able to work effectively in teams, integrate stakeholder perspectives (e.g., customers, sales, engineering, management), and communicate marketing and product decisions clearly and professionally.
• Personal competence: Students strengthen their customer-oriented and entrepreneurial mindset, develop analytical judgment under uncertainty, and enhance self-organization in complex decision-making settings with time and resource constraints.

• Fundamentals of marketing and customer-centric management
• Market research and customer insights (qualitative and quantitative overview)
• Segmentation, targeting, and positioning
• Value proposition design and customer value creation
• Product management fundamentals: roles, processes, lifecycle, roadmapping
• Pricing and revenue logic (overview)
• Branding and communication (digital channels, messaging, campaign logic)
• Go-to-market strategies and product launch planning
• Product performance measurement (KPIs, funnels, retention, product-market fit indicators)
• Development of a practical marketing & product management project