How do “best practice” companies manage to continuously align themselves with markets and customers and develop profitable business models? Learn how to achieve profitable growth at the business unit level within the framework of market-oriented corporate management. Participation in the seminar will enable you to:

• Formulate a targeted growth strategy for your business unit
• Identify and exploit customer and performance potential in your business unit
• Create added value for the customer and your own company through consistent customer- centricity.

Contents include: Strategic marketing, the task-oriented approach, customer acquisition and retention, launching innovations and maintaining existing company services, customer centricity, marketing leadership.

This module can be booked individually.

Individual booking price: CHF 3900

How do you succeed in achieving sustainable competitive advantages in dynamic markets? You will learn methods for systematically collecting and evaluating trends, competitor information, and the behavior of your target groups to align your marketing planning more closely with the target markets.

Participation in the seminar will enable you to:

• Systematically evaluate internal and external data sources
• Gather customer and market information relevant for marketing planning
• Identify relevant trends for your company’s development
• Develop and manage empirical market research projects
• Establish and test causal relationships.

Contents include: Qualitative and quantitative market research methods, environmental and industry analysis, competitor and customer analysis, international consumer behavior, trend identification, customer satisfaction surveys.

This module can be booked individually.

Individual booking price: CHF 3900

The specifics of the business-to-business (B2B) business place high demands on marketing and sales. Today, successful suppliers differentiate themselves through customer-related services that offer real added value in cooperation with the various contacts on the customer side. Marketing technically sophisticated and complex products and services requires systematic analysis and implementation, which require deep technical and methodological expertise.

Contents include: Strategic B2B and industrial goods marketing, sales and customer management, specifics of B2B business, buying center marketing, B2B communication (value selling), trade show, event and digital content marketing, lead management, account-based marketing, CRM, predictive analytics, service-dominant logic.

This module can be booked individually.

Individual booking price: CHF 3900

How can companies design their services to be uniquely positioned in the market and meet the demands of attractive customer groups? This module will teach you how to systematically configure, communicate, and commercialize your company’s services. Participants also deal intensively with questions of pricing as well as sales and customer management. Participation in the seminar will enable you to:

• Position products and services attractively in the market
• Systematically structure your company’s services and commercialize them in the form of service systems
• To monetize services and additional services.

Contents include: Product management, performance systems and structuring of services, standardization vs differentiation, communication and commercialization of complex services, tangible service design, active price management

This module can be booked individually.

Individual booking price: CHF 3900

How do new digital channels and technologies impact marketing? What is behind the success of strong brands? This module covers current developments in digital marketing and brand management. Firstly, you will engage with the implications of digital platforms and systems. You will explore opportunities for digitalization and develop innovative business models for your company. On the other hand, you will learn to use the differentiating power of brands in a targeted manner and understand how to develop a brand architecture for your company. Participation in the seminar will enable you to:

• Identify opportunities for digitalization of your marketing
• Implement marketing technologies successfully in your company
• Analyze consumer behavior on digital channels
• Strategically position and manage brands
• Develop a coherent brand architecture

Contents include: Digital marketing, technologies in marketing, social media management and data analytics, brand management, brand architecture, extension and alliances, behavioral branding.

How can your company successfully manage the “route to market”? Which pricing strategy will ensure profitable growth? Distribution and pricing are the focal points of this module. On the one hand, you will learn how to analyze and expand your existing multi-channel system. You will look at the opportunities offered by new and interactive media for innovative customer access. On the other hand, you will learn how to achieve your profitability targets within the framework of active price management. Participation in the seminar will enable you to:

• Effectively manage multi-channel systems
• Define the role of the Internet as a distribution channel for your company
• Analyze the framework conditions of pricing holistically
• Develop price differentiation strategies independently
• Apply innovative pricing models

Contents include: Management of multi-channel systems, digital distribution, direct-to-consumer strategies, price differentiation and non-linear pricing, static and dynamic pricing strategies, pricing for innovation, international price management, price controlling, discount design and price communication.

Return on marketing? Managers increasingly face the challenge of proving the value contribution of marketing to the company’s success. In this seminar, you will learn how to ensure and demonstrate the effectiveness and profitability of your business unit. After successful participation, you will be able to manage an effective control loop consisting of targeted planning, appropriate budgeting and holistic performance measurement and optimization. Participation in the seminar will enable you to:

• Closely coordinate marketing planning and controlling
• Design and implement key performance indicator systems
• Use digital marketing analytics in a targeted manner
• Provide proof of the effectiveness of your marketing activities

Contents include: Marketing controlling, proof of marketing impact (return on marketing), strategic marketing controlling, KPI-based management systems, advertising and communication controlling, marketing analytics.

This module can be booked individually.

Individual booking price: CHF 3900