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351-0402-00L 3 Credits DS , MSC , NDS D-GESS , D-MTEC

Marketing II

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

Last Updated: 2026-02-05 15:29:39

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

Contents: B2B-Marketing Performance Systems Market- and Customersegmentation Hightech Marketing Pricemanagement Distribution and Customer Management Key Account Management

Resources

Lecture Notes

Script: none; the charts for every lecture will be provided for download as PDF-File.

Literature

Kotler/Keller: Marketing Management, 12th ed., Upper Saddle River, N.J. : Prentice-Hall, 2007. Literature references for special topics are found in the handouts.

General Information

Language
English
Levels
DS , MSC , NDS
Frequency
Yearly recurring

Examination

Type
session examination
Mode
written 45 minutes
Aids
Closed Book - Standard foreign language dictionary allowed (unappended with personal notes)
Leistungskontrolle aus 2 Teilen:- Benotete Gruppenarbeit (Fallstudie) - 50%- Multiple Choice - 50%

Course Components

Type Title Time & Place Hours
lecture Marketing II
  • Wed 13:15-15:00 (HG F 1)
2 h weekly

Offered In