363-1051-00L  Cases in Technology Marketing

SemesterAutumn Semester 2019
LecturersF. von Wangenheim, S. Schär
Periodicityyearly recurring course
Language of instructionEnglish
CommentNumber of participants limited to 20.

Students have to apply for this course by sending a CV and an one-page motivation letter to Marcus Zimmer: Link.
Additionally please enroll via myStudies. Places will be assigned on the basis of your motivation letter.



Courses

NumberTitleHoursLecturers
363-1051-00 GCases in Technology Marketing
Permission from lecturers required for all students.
Block course
09.12.19: Whole day at Bühler Group in Uzwil
20s hrs
30.09.17:15-20:00WEV F 109 »
14.10.17:15-20:00WEV F 109 »
04.11.17:15-20:00WEV F 109 »
25.11.17:15-20:00WEV F 109 »
F. von Wangenheim, S. Schär

Catalogue data

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 solve past, current and future managerial problems and will be enabled to compare their solutions with what has actually been done or is yet to be done.

The three case studies cover real managerial issues of the Swiss manufacturer Bühler AG (Link). A Bühler top executive will present the cases and discuss the students' presentations and solutions.
Prerequisites / NoticeIn addition to course enrolment, students have to apply for this course by sending a CV and a short motivation letter until 26.9.2019 to Link.

Performance assessment

Performance assessment information (valid until the course unit is held again)
Performance assessment as a semester course
ECTS credits3 credits
ExaminersF. von Wangenheim, S. Schär
Typegraded semester performance
Language of examinationEnglish
RepetitionRepetition only possible after re-enrolling for the course unit.

Learning materials

No public learning materials available.
Only public learning materials are listed.

Groups

No information on groups available.

Restrictions

GeneralPermission from lecturers required for all students
PlacesLimited number of places. Special selection procedure.
PriorityRegistration for the course unit is only possible for the primary target group
Primary target groupManagement, Technology, and Economics MSc (363000)
MAS ETH in Management, Technology, and Economics (365000)
Management, Technology, and Economics (Mobility) (374000)
Waiting listuntil 03.10.2019
End of registration periodRegistration only possible until 26.09.2019

Offered in

ProgrammeSectionType
Management, Technology and Economics MasterElective CoursesWInformation
MAS in Management, Technology, and EconomicsElectives, 1. and 3. SemesterWInformation