Competence Centers, Labs & Research Centers
The Competence Centers, Labs and Research Centers at the ZHAW Institute of Marketing Management bring together expertise across the full spectrum of modern marketing. Through research, innovation, executive education, and teaching, we combine academic excellence with practical relevance. This integrated approach ensures that the latest research insights are translated into education and real-world business practice.
Center for Consumer Behavior
The Center for Consumer Behavior explores consumer behavior in the context of business and societal challenges. Using experimental and behavioral science methods, we generate insights into how decisions are made and influenced, particularly in areas such as sustainability and pricing across both B2C and B2B markets.
Center for Customer Management
The Center for Customer Management specializes in strategic Customer Relationship Management (CRM). We view CRM as a company-wide management philosophy that drives customer satisfaction and long-term business success. At the heart of our work is the customer experience. We examine how customers perceive products, services, and brands, and translate research into evidence-based frameworks for designing consistent and compelling customer experiences. Our goal is to help organizations create service experiences that deliver lasting value.
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Center for Digital Marketing & Marketing Technology
Digital marketing is a core component of modern marketing organizations. The Center for Digital Marketing & Marketing Technology explores how digital technologies are transforming marketing and examines their impact on strategy, organizational structures, and business processes from both business and consumer perspectives. Our research bridges academic insight and practical application to support successful digital transformation.
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Center for Product Management
The Center for Product Management is Switzerland's first center dedicated to both academic and applied research in product management. Our work focuses on the development, positioning, and management of market-oriented products. We support organizations with evidence-based methods and practical solutions to address the key challenges of product management.
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Center for Brand Management
The Center for Brand Management at the ZHAW Institute of Marketing Management helps organizations build stronger brands and position them for long-term success.
By combining rigorous research with practical consulting and executive education, we support the strategic development and sustainable management of brands. Our work is guided by a deep understanding of target audiences and a commitment to creating meaningful value.
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Center for Executive Education in Marketing
The Center for Executive Education in Marketing at the ZHAW Institute of Marketing Management (IMM) coordinates and ensures the quality of the institute's executive education portfolio.
Led by Prof. Dr. Frank Hannich, the center supports program directors across the institute's centers in the development, delivery, and continuous enhancement of their Certificate of Advanced Studies (CAS), Master of Advanced Studies (MAS), and executive education courses.
Serving as the central link between faculty, the institute's centers, and the Executive Education Office (CSWB), the center ensures excellence in teaching and a high-quality participant experience in line with the institute's commitment to quality.
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MarTech Lab
Marketing technologies and tools are evolving rapidly, and the number of available solutions is growing exponentially. Organizations face the challenge of navigating an increasingly complex and dynamic landscape. The MarTech Lab helps organizations reach the next level of marketing technology maturity and strategically address the technological challenges they face.
Pricing Lab
Effective pricing is a key driver of business success. At the Pricing Lab, we help organizations optimize their pricing strategies. Our team brings extensive expertise in pricing, market research, competitive analysis, and consumer behavior. We understand the complexities of pricing decisions and develop innovative, evidence-based solutions to help organizations address these challenges with confidence.
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Brand Lab
At the Brand Lab, we help organizations build stronger brands through research, data, and actionable insights. Strong brand management and effective communication are built on evidence, not guesswork. By integrating research, teaching, and consulting, we help organizations differentiate their brands today and strengthen them for the future.
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AI in Marketing Research Center
The AI in Marketing Research Center explores how artificial intelligence is transforming marketing, from personalization to automated decision-making. Our research focuses on the application of AI technologies and their impact on business processes, communication, and the customer experience.
Sustainability Research Center
The Sustainability Research Center explores how marketing can contribute to a more sustainable future. Our research focuses on topics such as ESG, climate-conscious consumer behavior, and the role of brands in driving societal change. Our goal is to develop evidence-based strategies that advance sustainable marketing practices.
Swiss Payment Research Center (SPRC)
Since 2012, the Swiss Payment Research Center (SPRC) has been analyzing developments in the Swiss payments landscape. In collaboration with the financial industry, we study consumer behavior, technological innovation, and the societal impact of payment methods. Our research provides practical, evidence-based recommendations for businesses and policymakers.