Communication skills
Even as AI tools increasingly facilitate and accelerate communication, ever-growing communication skills are required in practice.
At the IKM, we teach how to create bespoke, content-rich and carefully edited texts, presentations, image worlds and videos that are tailored to a specific situation or target group and have maximum impact. Oral—and often multilingual—communication is of increasing significance in in-house communication. We know what makes a performance convincing, what it takes to be a successful interlocutor and how to mediate in conflicts.
Communication management
A company’s success depends in no small part on its reputation which, in turn, is significantly shaped by corporate communication. A flurry of content across countless channels is constantly competing for the attention of various stakeholder groups. We investigate how companies and organisations can reach their target groups, identify suitable touchpoints from which to address them, and build and maintain a lasting dialogue with them. Successful communication requires a thematic strategy and the planning, production and dissemination of suitable content.
Customer relationship management
Successful customer relationships drive corporate value. The purpose of customer relationship management is to acquire customers and establish lasting relationships with them. This requires an understanding of the customers’ perspective. Two concepts help us to achieve that: customer experience (perception of interaction with the company) and user experience (perception of using a product or service).
At the IKM, we study customer experience, customer loyalty and customer value and help companies to develop strategies and tools with a view to improving these performance indicators. In our education and continuing and executive education programmes, we teach concepts and methods from the field of customer relationship management.
Brand and product management
Both customer and user experience revolve around products and services purchased and used by customers. The systematic, customer-oriented development of products and services therefore underpins customer experience. The use of products and services as well as brand perception and brand identity are informed by customer experience and behaviour. We help companies to develop products, services and brand strategies based on customer needs. In our education and continuing and executive education programmes, we teach the skills to develop successful products, services and brands.
Digital marketing
Digital marketing facilitates dialogue with selected target groups. This requires customer-oriented digital touchpoints with targeted content, search engine marketing, the strategic deployment of social media, as well as collaborations with influencers or paid media. Strategic content marketing is one of our focal points. Planning, creating and distributing useful, relevant and appealing content is a way to attract, inform and retain target groups. Ideally, this involves communication controlling to monitor the effectiveness of the marketing tools used.
At the IKM, we offer education and continuing and executive education programmes that build digital marketing skills.
