Teilnehmende bei einer Weiterbildung

Intensive Seminar Strategic Marketing Management

Create and implement customer-oriented marketing strategies

In recent years, companies’ focus on their markets and customers has regained importance, and the trend is moving toward “customer-centricity”. However, customer satisfaction is not an end in itself—instead, it is vital to develop and maintain profitable business together with the customers. This intensive seminar shows how market-oriented management can contribute to the profitable growth of your company. The central component is the task-oriented approach.

In this intensive three-day seminar you will learn to structure attractive growth opportunities in the four core tasks of customer acquisition, customer retention, service innovation and service maintenance (outside-in) and align these with your competencies (inside-out). The marketing strategy is thus based on company-specific focal points in the core task profile, which must then, in turn, be implemented utilizing an adequate marketing mix.

To be successful, a customer-centric company must continuously align its employees with the market and the customers. After all, the implementation of a market-oriented corporate policy starts with the employees. Upon successful participation, you will receive a certificate of participation from the University of St.Gallen, and the intensive seminar can be credited as a module in 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: 16 January 2024
Duration: 3 days
Location: Weiterbildungzentrum Holzweid, St. Gallen
Investment: CHF 3900
Porträt Albina Ademi

Personal consultation

Albina Ademi

Course Goals

Market-oriented strategies for profitable growth 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.


You will learn the task-oriented approach that helps you identify new growth opportunities. You will gain relevant knowledge on the basic principles of marketing and create the basis for successful marketing management in your company.

The seminar “Market-oriented strategies for profitable growth” 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 expand it further by gaining 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 “Market-oriented Strategies for Profitable Growth” 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 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 4 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