Sven Reinecke bei einer Weiterbildung

Intensive Seminar Marketing Controlling

Budget marketing activities sensibly and control them effectively

Managers are increasingly faced with the challenge of ensuring the effectiveness and efficiency of market-oriented corporate management. In addition, the pressure on marketing managers to justify their actions is increasing, as the question “What’s the point?” and the return on marketing are being asked more and more frequently.

The intensive seminar “Marketing Controlling” focuses on ensuring an effective control loop of target-oriented marketing and sales planning, appropriate budgeting and efficient controlling. In addition to strategic aspects of marketing controlling as well as an impact and efficiency control of marketing instruments, you will deal intensively with the definition, selection and measurement of strategically appropriate marketing and sales key figures in three days by developing the basic features of a marketing cockpit for your own organisation.

Upon successful participation, you will receive a certificate from the University of St.Gallen and can have the intensive seminar credited as a module in the CAS Marketing Management.

Benefit from the latest findings and developments in sales and professionalise your marketing management. As further training opportunities in the field of marketing, the Institute for Marketing and Customer Insight offers you a portfolio of intensive seminars in the field of marketing. The intensive seminars are creditable towards the 18-day course leading to a Certificate of Advanced Studies, the HSG intensive CAS Marketing.



Graduation: Seminar Certificate
Program Language: German
Start date: 18 June 2024
Duration: 3 days
Location: Weiterbildungzentrum Holzweid, St. Gallen
Investment: CHF 3900
Porträt Albina Ademi

Personal consultation

Albina Ademi

Course Goals

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.


In the intensive seminar, you will learn and test effective instruments for controlling your marketing activities and develop or refine your marketing cockpit. You will then be able to implement marketing activities in a targeted manner and demonstrate their benefits.

The seminar “Marketing Controlling” addresses experienced executives and high potentials from marketing and customer management of all industries. It is an executive program for specialists and managers who are passionate about their profession and would like to further expand their knowledge in the field of marketing controlling through an additional qualification. An academic degree is not required.

The intensive seminar takes place from Tuesday to Thursday. Upon request, we will be happy to send you a module plan from the current cohort.

A transfer paper reinforces the implementation of your insights to your company. For this purpose, you will submit an individual learning transfer in written form after completing the module (approx. ten pages, grading will take place). Here you will apply the concepts and methods you have learned to challenges in your company, and you will receive individual feedback.

Extension option to CAS up to the diploma degree. You can count the intensive seminar Marketing Controlling towards the CAS Marketing Management. Optionally, you can expand this with the CAS Sales Management or the CAS Communication and Management and a diploma thesis to the executive diploma DAS Marketing Executive HSG or DAS Sales Executive HSG with a total of 30 ECTS credits.

Admission is at the discretion of the head of studies. We will pay attention to your professional and educational background. An academic university or technical college degree is not required.

Since our intensive courses are often booked up early, we recommend that you contact the seminar management as soon as possible. A reservation is an ideal way to secure a place without obligation and make organizational arrangements in the meantime.

The total participation fee amounts to CHF 3900 for 3 study days, including learning transfer. All learning materials, books, lunch and refreshments during breaks are covered. Not included are the costs for arrival and departure, accommodation, dinner and joint evening events.

Executive Education at the IMC

Decisive for our success in executive education at the Institute for Marketing and Customer Insight (IMC) at the University of St.Gallen (HSG) are the holistic view of problems, orientation towards the reality of the markets, relevance of the content, competent lecturers, intensive interaction with the participants and new approaches for an efficient transfer of learning into practice.

The courses are modular and offer different seminars that can be booked individually. The individual seminars attended can also be credited towards a certificate (CAS) or diploma (DAS) at a later date. You will receive an officially recognised certificate from the University of St.Gallen for all further education courses attended. Our lecturers are from the University of St.Gallen and other renowned international business schools as well as personalities with proven practical experience. The HSG is known worldwide for its pioneering research and unique practical orientation.

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