This seminar provides an in-depth treatment of key considerations in building effective marketing strategies. The seminar builds on your knowledge of marketing strategies from “Advanced Marketing Management”, and uses academic articles, practitioner-oriented articles (e.g., from Harvard Business Review), case studies and in-class exercises to illustrate state-of-the-art developments in strategic marketing (e.g., in online relationship marketing, how the role of brands has changed in the digital world) and marketing analytics, and provides guidelines for successful strategy development and implementation. This will be a highly interactive format, in which students are expected to develop and share their own ideas and insights from the articles and cases, and participate in class discussions and exercises.

To attend the course / exercise, registration via e-learning platform OLAT is required. Registration is possible from 7 February to 4 March 2022. The students themselves are responsible for checking the creditability of the course to their course of study.

Direct link to OLAT course:

https://lms.uzh.ch/url/RepositoryEntry/17168236564