Institute of Marketing Management
“Marketing that works: customer-focused and data-driven. This is how we combine science and practice, in teaching with students as well as in projects with companies.”
Prof. Dr. Steffen Müller und Prof. Dr. Falk Uebernickel, Co-Directors of the Institute of Marketing Management
Marketing Management that works and helps you grow
The ZHAW Institute of Marketing Management (IMM) is one of Switzerland's leading addresses for marketing, with practice-oriented research and executive education under one roof. With 6 centers, 3 research centers and 3 labs, we combine science and practice: for companies that want to make well-founded marketing decisions, and for professionals and executives looking to develop their expertise.
Marketing. Growth. Impact.
From applied research and business consulting to Bachelor's and Master's teaching and executive education: the ZHAW Institute of Marketing Management (IMM) covers all areas that shape modern marketing today, laying the foundation for sustainable growth and measurable impact.
We work with large corporations, SMEs, public institutions and international partner universities. Through our extensive network and continuous development of our expertise, we offer innovative solutions and in-depth know-how for your marketing challenges.
Our interdisciplinary team of researchers, lecturers and practice experts combines scientific methods with concrete value for your company. We currently research topics such as AI in marketing, consumer behavior, product management, digital marketing, marketing technology and sustainable marketing.
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People in Switzerland pay digitally, but still rely on cash
Research & Consulting
In our practice-oriented research and consulting, we work closely with companies and organizations to develop tailor-made solutions with real impact for current challenges:
- How do we position our brand effectively?
- In what ways do we use customer data purposefully?
- Where do we apply AI meaningfully in marketing?
From student projects and contract research to government-funded projects (Innosuisse), we offer various forms of cooperation. Our specialist units support you in clarifying strategic issues, be it optimizing your brand, using social media or validating new product ideas. Our six centers, together with the three research centers and labs, bring their expertise directly to your questions.
Executive Education at the Institute of Marketing Management
The IMM offers CAS and MAS executive education programmes for marketing professionals and executives, part-time, practice-oriented and scientifically grounded.
Topics range from digital marketing and marketing technology to consumer behavior and AI in marketing, always with an eye on growth and impact in practice.
Our broad range of executive education programmes is designed to convey scientifically based content in a practically oriented manner. Our lecturers combine research expertise with concrete practical experience:
Marketing Executive Education Programmes
Frequently asked questions about our executive education offerings are answered on the FAQ page.
Target groups and services: how we support you
Whether you are a company, an organization, NGO, government agency, an executive or a research partner: the ZHAW Institute of Marketing Management (IMM) supports different target groups with one clear goal, understanding marketing, shaping it, and putting it to work effectively for growth and impact.
For companies:
Want to sharpen your brand, review your pricing strategy, or use AI meaningfully in marketing? Our centers analyse your starting position and work with you to develop concrete solutions. Forms of cooperation range from student projects to contract research.
For organisations and institutions:
Together, we optimise communication, services and stakeholder interactions using behavioural science and data-based methods.
For marketing managers and executives:
Our executive education programmes (CAS, MAS, seminars) deepen your knowledge in digital marketing, AI, pricing, brand management and customer experience. Part-time and directly applicable.
For research partners and universities:
We take a cooperative, interdisciplinary and application-oriented approach to research and are happy to contribute our expertise to joint projects.
Labs and Competence- & Research- Centers
Competence Centers:
- Center for Consumer Behaviour
- Center for Customer Management (available in German only)
- Center for Digital Marketing & Marketing Technology (available in German only)
- Center for Product Management
- Center for Executive Education in Marketing (available in German only)
- Center for Brand Management
Research Centers:
Labs:
