Executive Education for Companies

The orientation of companies towards their markets and customers is essential for successful market development – and with it the topic of «Customer Centricity». We accompany you in this strategic (re)orientation in marketing. Based on the task-oriented approach of the University of St.Gallen, we support you with a market-oriented corporate management in the development of profitable business models.

Successful companies align their marketing strategy with their market and their customers. To this end, a targeted growth strategy is first formulated for the company’s own business segment. Then, customer and performance potentials of the business unit are identified and exploited. Finally, consistent customer centricity is used to create added value for customers and the company itself. The Task-oriented Approach (AoA) of the University of St.Gallen provides the appropriate framework. It makes it possible to structure attractive growth opportunities in the four core tasks of customer acquisition, customer retention, service innovation and service maintenance (outside-in) and to align these with your competencies (inside-out). The goal is to develop profitable business together with your customers and to realize new growth opportunities for your company.  We accompany you in this strategic (re)alignment of your marketing management.

In addition to the AoA, you learn methods for the systematic recording and evaluation of trends, information on competitors and on the behavior of your target groups to align your marketing even more closely with your target markets. We also teach you how new digital channels and technologies affect marketing. Furthermore, we train you on innovations and current developments in digital marketing. Together, we address the opportunities and implications of digitalization and work with you to develop innovative business models for your company. Identify attractive growth opportunities for your company together with us!

Relevant topics: 

1. Basic Principles of Marketing
2. Strategic Marketing: Task-oriented Approach (AoA)
3. Customer Potentials: Customer Acquisition and Retention
4. Performance Potentials: Performance Innovation and Maintenance
5. Management of Core Task Profiles
6. Customer Centricity
7. Customer Journey & Customer Experience Management
8. Targeting & Segmenting
9. Product Management
10. Distribution & Price
11. Marketing Controlling
12. Digital Marketing
13. Digital & Data Analytics
14. Market Research
15. Marketing Leadership
16. Brand Management & Communication
17. B2B Marketing

Increasing digitalization is changing corporate and customer processes and creating opportunities for new business models. We support companies in this digital transformation process from the customer’s point of view: align your organization with your customers and ensure with us that your organization effectively uses new digital marketing tools and channels.

At the heart of every successful business is not the company, its own processes or strategies – but its customers. If this is the case, we speak of Customer Centricity. Today, successful providers differentiate themselves through customer-centric services that offer real added value in collaboration with the various contacts on the customer side. The marketing of technically high-quality and complex products and services requires systematic analysis and implementation, which presuppose deep technical and methodological expertise. In the digital age, topics such as customer orientation along the customer journey, the shift toward customer experience management, or the creation of personalized shopping experiences through digital approaches such as AI play an important role. Other special features place high demands on marketing and sales in the business-to-business (B2B) sector.

In addition, digitalization is influencing all facets of marketing. Digital transformation offers many challenges: Digital marketing is often more complex, difficult, and expensive than traditional marketing. In addition, fewer customer senses are accessible online. Established offline strategies often cannot be transferred. Digital innovations also increase your consumers’ expectations and the complexity of marketing. Learn with us to master this complexity and create a real competitive advantage. For example, artificial intelligence allows much more accurate segmentation and prioritization of customers. Furthermore, digitization is changing the impact of globalization on supply and demand. We show you how you can deliver top performance even in an international environment. Tap into untapped potential with us and make the best possible use of synergies through optimal cooperation between sales and marketing.

Relevant topics:

• Customer Centricity
• Customer Experience Management
• Customer Journey Thinking & Mapping
• Value Selling
• Value-Based Customer Management
• Storytelling
• Digital Transformation
• Digital Business Models
• Digital Customer Solutions
• Data & Technology
• Online Marketing & Social Media
• eCommerce
• Artificial Intelligence & Machine Learning
• Marketing Automation
• Programmatic Advertising
• Virtual & Augmented Reality

Key accounts are critical to the sustainable, long-term growth of a company and require a significant commitment of time and resources. Sales people need to develop a clear strategy and program structure to manage and grow key accounts. Develop your sales and key account teams with us so that your sales organization is more professional, motivated, and structured to achieve better results. 

How do individual companies achieve peak performance in sales and what makes them successful? In our customized trainings in Strategic Sales and Key Account Management (KAM), you develop sound concepts, methods and tools that support you in your daily work in sales and customer management. With us, you learn how to increase the overall sales performance of your company, for example through Sales Excellence and Value Selling, Sales Funnel Management and Sales Automation. Furthermore, with the help of the St.Gallen Key Account Management Concept – the field-tested framework model of the University of St.Gallen in the field of KAM – we enable you to professionalize your cooperation with key customers and to actively introduce, design and optimize a systematic KAM approach in your company.

With us, you learn to manage sales according to the latest findings and to implement success factors in a targeted manner. In addition, you apply what you have learned to your company by means of various transfer tasks. You receive future-oriented impulses for your sales and key account management, develop innovative concepts for sales and acquire a digital mindset. You also learn about the special features of B2B marketing. On the one hand, customers must be segmented according to different criteria. On the other hand, customers are more complex: for example, purchasing committees consist of several people and functions, so a variety of personalities, functions and hierarchical levels must be considered. In short, we provide you with the know-how and support you in significantly increasing sales performance in your company through efficient sales and Key Account Management.

Relevant topics:  

• Strategic Sales Management
• Sales Excellence
• Sales Funnel Management
• Sales Automation
• Sales Process Management
• Value-based Customer Management
• Value Pricing & Selling
• Digital Sales
• Gallen KAM Concept
• Strategic Key Account Management (KAM)
• International & Global KAM
• Systematic Treatment of Key Customers
• Customer Meetings & Negotiations
• Customer Portfolio Management
• Intercultural Competence
• Digitalization in KAM
• Leadership in Sales & KAM
• B2B Marketing