Florian von Wangenheim: Catalogue data in Autumn Semester 2020

Name Prof. Dr. Florian von Wangenheim
FieldTechnology Marketing
Professur f. Technologiemarketing
ETH Zürich, WEV J 409
Weinbergstr. 56/58
8092 Zürich
Telephone+41 44 632 69 24
DepartmentManagement, Technology, and Economics
RelationshipFull Professor

363-0403-00LIntroduction to Marketing3 credits2GF. von Wangenheim
AbstractStudents taking this course will increase their understanding of the role of marketing in organizations and learn about measuring and quantifying customer behavior for improved marketing decision-making.
ObjectiveAfter taking the class, students are able to
o Explain the role and relevance of marketing within organizations
o Apply marketing concepts to problems encountered by companies
o Identify and differentiate methods for measuring customer behavior
o Use quantitative methods for marketing decision-making, e.g. calculating the lifetime value of a customer
o Outline and explain different marketing tools for managing customer-firm relationships
ContentMany people associate marketing with hard selling, advertising and the sales of products that are not inherently appealing to consumers. This course aims to challenge these preconceptions. Students will learn about the following topics:
• Customer behavior, i.e. the decision-making processes of consumers
• Marketing research, i.e. methods for gauging the factors influencing consumer decision-making
• Marketing mix, i.e. promotional tools that marketers use to initiate and facilitate exchanges between consumers and companies
• Online marketing, i.e. metrics to quantify the success of the marketing mix (e.g. digital marketing)
• Customer relationship management, i.e. the management of customer-firm relationships over the (transactional) lifetimes of customers
• Marketing analytics
o Conjoint analysis, i.e. the measurement of customer preferences for different products and product attributes (e.g. used for new product development)
o Customer lifetime value, i.e. a tool to assess the profitability of customer relationships (e.g. used for increasing the effectiveness and efficiency of marketing)

Different teaching methods facilitate a remote learning experience:
(1) Self-study activities: Students complete reading assignments and review supplemental material
(2) Online quizzes: Prior to class, students participate in online quizzes that test their knowledge of the topics covered in the self-study activities (1). The quizzes provide students with feedback on their learning progress.
(3) Online classes: The lecturer discusses key marketing concepts in weekly online sessions. These online sessions focus on selected content that students learn in (1) and (2).
(4) Group presentation: During the online sessions, teams of students present short examples illustrating their understanding of marketing concepts learned in (1).
(5) Case study: Teams of students solve a case study, which gives them the opportunity to apply newly acquired marketing knowledge and skills to real-world, practical problems occurring in marketing.
(6) Exam preparation: Online videos and questions from mock exams help students to familiarize themselves with questions focused on marketing analytics, which can require calculations. This type of question can occur in the final exam. It is important to complete these exercises as part of the preparation for the final exam.
LiteratureKotler, P./Armstrong, G.: Principles of Marketing, 17th edition, Pearson 2017.
Weekly readings, distributed in class (via Moodle)
363-1051-00LCases in Technology Marketing Restricted registration - show details
Number of participants limited to 20.

Students have to apply for this course by sending a CV and an one-page motivation letter to Theresa Schachner until 23 August 2020: Link.
Additionally please enroll via myStudies. Places will be assigned on the basis of your motivation letter.
3 credits1GF. von Wangenheim, S. Schär
AbstractThe seminar “Cases in Technology Marketing” introduces students to key concepts and tools in technology marketing and familiarizes them subsequently with the challenges that (marketing) managers face in technology intensive markets by using real life cases.
Objective1. Understanding and applying common business tools and frameworks
2. Understanding current challenges of managers in technology intensive markets
3. Defining and analyzing comprehensive business problems using the example of a leading Swiss manufacturing company (Bühler AG)
4. Developing and evaluating different alternative case solutions
5. Making decisions on case solutions, justifying and defending them
6. Transferring case solutions into practice by formulating specific instructions for the management
7. Creation of novel, innovative ideas that help the company to gain a competitive edge
8. Cooperation in teams and coordination of team tasks
9. Adequate communication to and eye-level discussions with C-level managers
ContentThe seminar “Cases in Technology Marketing” introduces students to key concepts and tools in technology marketing and familiarizes them subsequently with the challenges that (marketing) managers face in technology intensive markets by using real life cases.
Students will have to work in groups and together solve past, current and future managerial problems in the form of cases. The team member composition will rotate for each case, enabling students to foster their teamwork abilities besides the application of theoretical concepts to the applied case questions. The studetns will have to present their case solutions to the lecturer and a top executive of a leading Swiss company (details see below). Also, they will be enabled to compare their solutions with what has actually been done or is yet to be done.

The three case studies presented in this course cover real managerial issues of the Swiss manufacturer Bühler AG (www.buhlergroup.com). A Bühler top executive will present the cases and discuss the students' presentations and solutions. As such, the course allows for in-depth discussions of the real-life case solution with the C-level manager and hereby enables students to transfer their learnings from theoretical considerations to the applied field. The course will be rounded off with a day-visit to the Bühler facilities in Uzwil, Switzerland, where students will have the chance to further connect with management and discuss the acquired key concepts, tools, and case study insights on site.
Prerequisites / NoticeIn addition to course enrolment, students have to apply for this course by sending a CV and a short motivation letter until 23.08.2020 to Theresa Schachner: tschachner@ethz.ch.
364-1013-06LMarketing Theory Restricted registration - show details
Does not take place this semester.
Number of participants limited to 18.
2 credits1GF. von Wangenheim
AbstractThe course is taught Florian Wangenheim (ETHZ)

It focuses on the theoretical foundations of marketing and marketing research.
ObjectiveThe purpose of the course is to confront students with current theoretical thinking in marketing, and currently used theories for understanding and explaining buyer and customer behavior in reponse to marketing action.
ContentIn the first class, current understanding of the marketing literature and marketing thought is discussed.
In the following classes, various theories are discussed, particularly in light of their importance for marketing. Economic, pschological and sociological theory will be related to current marketing thought.
364-1064-00LInaugural Seminar - Doctoral Retreat Information Restricted registration - show details
Pre-registration upon invitation required.
Once your pre-registration has been confirmed, a registration in myStudies is possible.
1 credit1SS. Feuerriegel, S. Brusoni, R. Finger, T. Netland, F. von Wangenheim
AbstractThis course is geared towards first and second-year doctoral candidates of MTEC. It is held as in a workshop style. Students attending this seminar will benefit from interdisciplinary discussions and insights into current and future work in business and economics research.
ObjectiveThe purpose of this course is to
- introduce doctoral candidates to the world of economics, management and systems research at MTEC
- make doctoral candidates aware of silo-thinking in the specific sub-disciplines and encourage them to go beyond those silos
- discuss current issues with regard to substantive, methodological and theoretical domains of research in the respective fields