Sean Brüggemann: Catalogue data in Autumn Semester 2022

Name Dr. Sean Brüggemann
Address
Professur f. Technologiemarketing
ETH Zürich, WEV G 227
Weinbergstr. 56/58
8092 Zürich
SWITZERLAND
Telephone+41 44 632 65 93
E-mailnbrueggemann@ethz.ch
DepartmentManagement, Technology, and Economics
RelationshipLecturer

NumberTitleECTSHoursLecturers
363-0403-00LIntroduction to Marketing3 credits2GS. Brüggemann
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. Students might also be taught via pre-recorded videos and assigned reading material for self-study.
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.
CompetenciesCompetencies
Subject-specific CompetenciesConcepts and Theoriesassessed
Techniques and Technologiesassessed
Method-specific CompetenciesAnalytical Competenciesassessed
Decision-makingassessed
Media and Digital Technologiesassessed
Problem-solvingassessed
Project Managementfostered
Social CompetenciesCommunicationfostered
Cooperation and Teamworkfostered
Leadership and Responsibilityfostered
Self-presentation and Social Influence fostered
Negotiationfostered
Personal CompetenciesCreative Thinkingfostered
Critical Thinkingfostered
Self-direction and Self-management fostered