School of Management and Law

Practical Orientation

By completing the specialization modules, you will become familiar with the theoretical foundations and acquire practical tools for dealing with the challenges of a dynamic marketing environment. The project work you will be assigned will allow you to apply your newly acquired knowledge to real-life marketing issues.

Module Customer Insights

“Marketing decisions must be based on data. Only a company that knows its customers well can develop suitable strategies. In the ‘Customer Insights’ module, you will become familiar with the application of suitable methods and instruments and the collection, analysis, and visualization of customer data, and how to use them in a practical context.”

Dr. Nina Heim, Module Coordinator, Customer Insights

Module Service Marketing & B2B Marketing

“The service sector is strong in Switzerland and B2B business accounts for the majority of the Swiss economy. 'Service and B2B Marketing' is the basis for anyone who wants to design services in a customer-oriented way and build profitable business relationships in a B2B environment.”

Dr. Marcus Zimmer, Module Coordinator, Service & B2B Marketing

Module Customer Relationship Management

“Unlocking customer potential and making the most of it is a key ability that is essential for the success of a business. The ‘Customer Relationship Management’ module teaches you the theoretical foundations and practical tools to build and maintain customer relationships that you can apply in your business.”

Prof. Frank Hannich, Module Coordinator, Customer Relationship Management

Module Product Development Management

“From the initial idea to market entry: How do successful companies manage innovation and the development of their products and services? The ‘Product Development Management’ module will introduce you to the current approaches in this field. You will work independently to create a concept for a successful product launch.”

Dr. Helen Vogt, Module Coordinator, Product Development Management

Module Corporate Communication & Brand Management

“Why do we need corporate communications? What distinguishes a strong brand? The “Corporate Communication & Brand Management” module will introduce you to the key strategies of corporate communication and brand management and give you the instruments needed to succeed. You will also apply this knowledge practically in developing a communication and branding concept.”

Anna-Maria Strässner, Module Coordinator, Corporate Communication & Brand Management

Module Customer Experience Management

“How do companies manage to deliver a positive customer experience, and what do they do to attract, and keep, new customers? The ‘Customer Experience Management’ module will show you the current methods and instruments related to this field and enable you to apply them in project-based assignments.”

Dr. Wolfgang Schäfer, Module Coordinator, Customer Experience Management

Module Marketing Data Analytics & Controlling

“How you can benefit from the ‘Marketing Data Analytics & Controlling’ module? You’ll learn to perform marketing analytics and carry out controlling activities, which will allow you to take effective, fact-based marketing decisions in your professional life.”

Reto Heierli, Module Coordinator, Marketing Data Analytics & Controlling

Module Digital Marketing und Project Management

“How can businesses deal with the challenges of rapidly advancing digitalization in marketing? What technologies should they use, and how should they coordinate and implement them in their organization. The ‘Digital Marketing and Project Management’ module introduces you to the challenges of digital marketing and enables you to develop a concept for a digital marketing solution to benefit a company.”

Valerio Stallone, Module Coordinator, Digital Marketing and Project Management

In Tune with Companies

With our Specialization in Marketing degree, you will become a junior marketing professional who can support companies in all aspects of modern marketing.

On your way to this goal, you will be accompanied by lecturers from the Institute of Marketing Management (IMM) with close ties to the business world through their numerous research and service activities.

In its blog, the IMM regularly reports on the exciting projects and topics it is working on with its corporate partners.