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.


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.