Marcus Zimmer: Katalogdaten im Herbstsemester 2019 |
| Name | Herr Dr. Marcus Zimmer |
| Adresse | ZHAW School of Management and Law St.-Georgen-Platz 2 8400 Winterthur SWITZERLAND |
| Telefon | +41 58 934 80 80 |
| zimmerm@ethz.ch | |
| Departement | Management, Technologie und Ökonomie |
| Beziehung | Dozent |
| Nummer | Titel | ECTS | Umfang | Dozierende | |
|---|---|---|---|---|---|
| 363-0403-00L | Introduction to Marketing | 3 KP | 2G | F. von Wangenheim, M. Zimmer | |
| Kurzbeschreibung | The course is designed to convey a profound understanding of marketing's role in modern firms, its interactions and interfaces with other disciplines, its main instruments and recent trends. Particular attention is given to emerging marketing concepts and instruments, and the role of marketing in technology firms. | ||||
| Lernziel | After taking the lecture, students should have knowledge about 1) The definition and role of marketing (marketing basics) 2) Creating marketing insights - understanding customer behavior - Theoretical concepts in customer behavior (customer behavior) - Analytical means to extend knowledge on customer behavior (marketing research) - Strategic tools to quantify customer behavior (CLV, CE) 3) Strategic marketing - translating marketing insights into actionable marketing strategies - Segmentation, Targeting, and Positioning - Attracting customers (marketing mix, 4Ps) - Maintaining profitable customer relations (CRM) | ||||
| Inhalt | The course is designed to convey a profound understanding of marketing's role in modern firms, its interactions and interfaces with other disciplines, its main instruments and recent trends. Particular attention is given to emerging marketing concepts and instruments, and the role of marketing in technology firms. The lecture features tutorial sessions that are held at irregularly spaced intervals throughout the semester (approximately every third week). The tutorial sessions take place at the same time and location as the main lecture. They serve to illustrate theoretical and methodological concepts from the lecture by walking students through basic marketing data analyses, where students can practice and apply the concepts of the lecture on their own. The tutorial is held jointly by three teaching assistants (Sandro Arnet, Zhiying Cui, and Jana Gross) and the professor (Prof. F. von Wangenheim). | ||||
| Literatur | Kotler, P./Armstrong, G.: Principles of Marketing, 17th edition, Pearson 2017. Weekly readings, distributed in class (via Moodle) | ||||