Florian von Wangenheim: Catalogue data in Autumn Semester 2021

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 credits2GS. Brüggemann, F. von Wangenheim
AbstractStudents who take this course will increase their knowledge of marketing, its effect on consumer behavior and its role in creating long-term value. The course will introduce important concepts, frameworks and methods for marketing decision-making. A focus will be on managing customer relationships with the help of targeted promotions and data collected through digital technologies.
ObjectiveAfter taking the class, students will be able to

1) Define what marketing is and describe its role at different stages of the value chain
2) Apply psychological theories to analyze behavior (e.g., purchase behavior) and identify the needs of (prospective) customers in consumer and business markets
3) Design elements of the marketing mix—e.g., develop new products and set prices—in a way that creates long-term value
4) Create an effective and efficient marketing mix that attracts and engages customers, e.g., by running targeted promotions
5) Use quantitative methods and customer data to manage relationships with customers
ContentThe class will center on the importance of marketing as an activity that creates long-term value for the benefit of organizations and their customers. It will teach concepts, frameworks and methods for marketing decision making.

The structure of the course will roughly follow the different steps of the value chain, i.e., the set of activities necessary for offering valuable products to customers. First, it will introduce students to psychological theories that help explain behavior, e.g., purchase behavior. It will also familiarize students with different methods from marketing research, which can be used to identify the needs of customers. Next, the course will look at the role of the marketing mix in satisfying customer needs. For example, the class will cover new product development and pricing. A focus will be on managing profitable, long-term relationships with customers. To this end, students will gain in-depth knowledge on the use of targeted promotions and marketing data to (1) attract, (2) convert and engage and (3) retain customers.

The course is designed to be “hands-on”, with opportunities to apply skills on business cases involving real-world marketing data. It will feature guest lectures from industry experts.
The class might be taught in an in-person, remote or in a hybrid format.
LiteratureKotler, Philip and Gary Amstrong (2021). Principles of Marketing (18th Global Edition), Pearson. ISBN-13: 9781292341132.

The course might comprise mandatory and supplemental reading material. Other literature may be assigned in class.
Subject-specific CompetenciesConcepts and Theoriesassessed
Techniques and Technologiesassessed
Method-specific CompetenciesAnalytical Competenciesassessed
Media and Digital Technologiesassessed
Project Managementfostered
Social CompetenciesCommunicationfostered
Cooperation and Teamworkfostered
Leadership and Responsibilityfostered
Self-presentation and Social Influence fostered
Personal CompetenciesCreative Thinkingfostered
Critical Thinkingfostered
Self-direction and Self-management fostered
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 until 10.09.2021 to Theresa Schachner: 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 20.08.2021 to Theresa Schachner: tschachner@ethz.ch.
364-1013-06LMarketing Theory Restricted registration - show details
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
Does not take place this semester.
Pre-registration upon invitation required.
Once your pre-registration has been confirmed, a registration in myStudies is possible.
1 credit1SP. Schmid, S. Brusoni, R. Finger, G. Grote, T. Netland, F. von Wangenheim, to be announced
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