363-0403-00L Introduction to Marketing
| Semester | Autumn Semester 2019 |
| Lecturers | F. von Wangenheim, M. Zimmer |
| Periodicity | yearly recurring course |
| Language of instruction | English |
Courses
| Number | Title | Hours | Lecturers | ||||
|---|---|---|---|---|---|---|---|
| 363-0403-00 G | Introduction to Marketing | 2 hrs |
| F. von Wangenheim, M. Zimmer |
Catalogue data
| Abstract | 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. |
| Learning objective | 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) |
| Content | 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). |
| Literature | Kotler, P./Armstrong, G.: Principles of Marketing, 17th edition, Pearson 2017. Weekly readings, distributed in class (via Moodle) |
Performance assessment
| Performance assessment information (valid until the course unit is held again) | |
Performance assessment as a semester course | |
| ECTS credits | 3 credits |
| Examiners | F. von Wangenheim, M. Zimmer |
| Type | end-of-semester examination |
| Language of examination | English |
| Repetition | A repetition date will be offered in the first two weeks of the semester immediately consecutive. |
| Additional information on mode of examination | The end-of-semester examination is a closed-book computer exam. A monolingual English dictionary (not a thesaurus) is allowed as an auxiliary resource. Students have one optional extra-credit opportunity offered during the semester to improve the final grade up to 0.25. Students who do not take the extra-credit opportunity can still achieve the maximum grade of 6. |
| Digital exam | The exam takes place on devices provided by ETH Zurich. |
Learning materials
| No public learning materials available. | |
| Only public learning materials are listed. |
Groups
| No information on groups available. |
Restrictions
| There are no additional restrictions for the registration. |
