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351-0401-00L 3 Credits
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Marketing I

Lecturers & Examiners: Dr. Michael Reinhold
VVZ CR n/a

Last Updated: 2026-02-05 14:59:50

Abstract

Marketing I teaches the fundamentals of strategic and operational marketing planning methods. It focuses on marketing issues in the industrial goods and services industries.

Objective

Objective: To familiarize the student with the central idea of marketing as a company policy which is focussed on and in-line with the market. Introduction of essential concepts and methods both for business-to-business marketing and for marketing of services. Solution of common marketing problems.

Content

Contents: Marketing diagnosis, strategic marketing planning on different company levels, planning of the marketing-mix and marketing controlling. Special subjects: Hightech marketing, task-oriented marketing, industrial performance systems and technology marketing. Exemplification with cases from industrial and service business. Case study from an industrial business.

Resources

Lecture Notes

Script: Current lecture-material

Literature

Kotler, Ph. / Armstrong, G.: Principles of Marketing, 10th ed., Upper Saddle River NJ: Prentice Hall, 2004 Mohr, J. et al.: Marketing of High-Technology Products and Innovations, 2nd ed., Upper Saddle River NJ: Prentice Hall, 2004

General Information

Language
German
Frequency
Yearly recurring

Examination

Type
end-of-semester examination

Course Components

Type Title Time & Place Hours
lecture with exercise Marketing I
  • Tue 14:15-16:00 (ML H 44)
2 h weekly

Offered In