Teilnehmende bei einer Weiterbildung

Intensive Seminar Strategic Product & Performance Management

Design and position products and services effectively: From unique service offerings to successful pricing strategies.

As a company, you must build and structure your services so that they can be uniquely positioned in the market and meet the demands of attractive customers. In doing so, services often contain different building blocks that need to be selected and weighted. On this basis, the optimal method for pricing should be identified and applied.

The intensive three-day seminar Product Management focuses on active product management, which includes the optimal design of services and prices. As a participant you will learn how to design and market attractive services. You will discover different methods of pricing, as well as the optimal communication of services and prices.

Upon successful participation, you will receive a certificate from the University of St.Gallen which can be credited towards the CAS Marketing Management.

Benefit from the latest insights and developments in marketing, and professionalize your marketing management. The Institute for Marketing and Customer Insight offers a portfolio of intensive seminars as continuing education opportunities in marketing. The intensive seminars are creditable towards the 18-day course, which concludes with a Certificate of Advanced Studies, the HSG Intensive Studies CAS Marketing Management.



Graduation: Seminar Certificate
Program Language: German
Start date: 19 March 2024
Duration: 3 days
Location: Hotel Einstein, St. Gallen
Investment: CHF 3900
Porträt Albina Ademi

Personal consultation

Albina Ademi

Course Goals

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


In three seminar days, you will learn and apply relevant procedures for the optimal design of services and prices. In the intensive seminar “Strategic Product & Performance Management” you will gain relevant knowledge about product management and create the basis for profitable growth in your company.

The seminar “Strategic Product & Performance Management” 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 develop it through an additional qualification in marketing. 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 “Brockt Management” 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 Sales Executive HSG or DAS Marketing Executive 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.

Overview Executive Education