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364-1013-06L 2 Credits DR D-MTEC
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Marketing Theory

Lecturers & Examiners: Prof. Dr. Florian von Wangenheim
Does not take place this semester.
VVZ CR n/a

Last Updated: 2026-06-01 11:30:56

Abstract

The course focuses on the theoretical foundations of marketing and marketing research. It departs from the history of marketing and marketing thought towards modern approaches to marketing theory and practice. In particular, it addresses Service-Dominant Logic as a Paradigm, Economic Theories Relevant to Marketing, Behavioral Approaches to Theory Building in Marketing, and Others.

Objective

The purpose of the course is to confront students with current theoretical thinking in marketing, and currently used theories for understanding and explaining buyer and customer behavior in reponse to marketing action. Students should be able to navigate the jungle of approaches to theorizing and developing hypotheses in marketing.

Content

In the first class, current understanding of the marketing literature and marketing thought is discussed. In the following classes, various theories are discussed, particularly in light of their importance for marketing. Economic, pschological and sociological theory will be related to current marketing thought.

General Information

Language
English
Levels
DR
Frequency
Every two years

Examination

Type
ungraded semester performance
The final grade would be determined by 50% participation and 50% by the quality of the term paper to be developed in and after the course.

Registration & Places

Max Places
18
Signup End
23.10.2025

Course Components

Type Title Time & Place Hours
lecture with exercise Marketing Theory
Does not take place this semester. Block course
No time listed 19 h semesterly

Offered In