The VUCA world (Volatility, Uncertainty, Complexity, Ambiguity) presents marketing professionals with new challenges. New competencies are required to be successful in the changing environment. To address these changes, Prof. Marcus Schögel at the Institute for Marketing and Customer Insight at the University of St.Gallen has launched a research program, the Marketing-Delta Program. This is dedicated to three major building blocks: Use of new technologies (Marktech), handling and use of data (Marketing Analytics) and their implementation at the customer interface (New Work).
The program is aimed at practice partners who are industry-exclusive and whose managers and employees are motivated to contribute their experience in an interdisciplinary exchange and to develop new solution approaches together, in the sense of genuine co-creation.The IMC-HSG is currently working on the project with Consors Bank, Coop, Galenica and Zurich Versicherungen.