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351-0401-00L 3 Credits DS , NDS , MSC D-GESS , D-MTEC , D-MAVT

Marketing I

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

Last Updated: 2026-02-05 15:06:35

Abstract

Marketing I teaches the fundamentals of strategic and operational marketing. 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 basic marketing problems.

Content

Contents: ----------- Six Perspectives on Marketing: (1) Theory Perspective, (2) Information Perspective, (3) Strategic Perspective, (4) Instrumental Perspective, (5) Institution Perspective and (6) Implementation Perspective. Marketing diagnostics and market research, strategic marketing planning on corporate and business unit level, operative marketing planning (marketing-mix) and marketing controlling. Special topics: Marketing for engineers, marketing and technology, task-oriented marketing, marketing for services and industrial goods as well as international marketing. Schedule (tentative): ------------------------ - Introduction: 24.10.2006 - Essentials of successful Marketing: 31.10.2006 - Theory Perspective / Information Perspective: 07.11.2006 - Strategic Perspective 1: 14.11.2006 - Strategic Perspective 2: 21.11.2006 - Instrumental Perspective: 28.11.2006 - Institutional Perspective: 05.12.2006 - Students work on Case Study: 12.12.2006 - Students work on Case Study: 19.12.2006 - Implementation Perspective: 09.01.2007 - Student Presentations 1: 16.01.2007 - Student Presentations 2: 23.01.2007 - Summary and Repetition: 30.01.2007 - Written Exam (90. min): to be announced

Resources

Lecture Notes

Script: none; the charts for every lecture will be provided for download as PDF-File:www.tmu.ethz.ch-> education -> lectures

Literature

English: - Kotler, Ph. / Keller, K. L.: Marketing Management, 11ed., Upper Saddle River NJ: Pearson Prentice Hall, 2005 *or* - Kotler, Ph. / Keller, K. L.: Marketing Management, 12ed., Upper Saddle River NJ: Pearson Prentice Hall, 2006 German: - Homburg, Ch. / Krohmer H.: Marketing Management, 1st ed.,Wiesbaden: Gabler, 2005.

General Information

Language
English
Levels
DS , NDS , MSC
Frequency
Yearly recurring

Examination

Type
end-of-semester examination

Course Components

Type Title Time & Place Hours
lecture Marketing I
  • Tue 13:15-15:00 (HG D 1.1)
2 h weekly

Offered In