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Marketing II
Last Updated: 2026-02-05 15:10:01
Abstract
Based on a decision oriented approach modern topics and issues of marketing are treated in detail.Case studies (exercises) are used to illustrate how such issues could be handled by a typical entrerprise.Theoretical background is presented in lectures.Invited guest speakers will share their practical experience about selected topics with the students.
Objective
The successful completion of this course shall enable the student to prepare on his own essential decisions in strategic and operational marketing management and lay grounds for their realization in practice.
Content
Einführung, (1) Markt- und Kundensegmentierung 05.04.2006 Gastvortrag HOLCIM: Dr. A. Wiechula 12.04.2006 (1) Markt- und Kundensegmentierung (Forts.) 19.04.2006 (2) Hightech Marketing 26.04.2006 (2a) Fallstudie Biopure 03.05.2006 (3) Preismanagement 10.05.2006 (4) Marketing mit Messen 17.05.2006 Gastvortrag Bossard AG: B. Grob 24.05.2006 (4a) Fallstudie Suisse Public 31.05.2006 (5) Vertriebs- und Kundenmanagement 07.06.2006 (5a) Fallstudie Denipro AG 14.06.2006 (6) Key Account Management 21.06.2006 Gastvortrag COMIT: Dr. H. Eichenberger 28.06.2006 (6a) Fallstudie Energy Systems Corp. 05.07.2006 Sessionsprüfung, schriftlich, 90 Minuten Herbst 2006 29.03.06 - Aenderungen vorbehalten.
Resources
Lecture Notes
At the beginning handout copies of all presentations are made available for CHF 25. This price includes the license fees for the case studies that are included in the handouts.
Literature
Ph. Kotler: Marketing Management, 11th ed., Upper Saddle River, N.J. : Prentice-Hall, 2002. The 12th edition of this standard issue is just around the corner. Literature references for special topics are found in the handouts.
General Information
- Language
- German
- Frequency
- Yearly recurring
Examination
- Type
- session examination
- Mode
- written 90 minutes
- Aids
- None
Course Components
| Type | Title | Time & Place | Hours |
|---|---|---|---|
| lecture with exercise | Marketing II |
|
2 h weekly |