Portrait Universität St. Gallen HSG / Institut für Marketing und Customer Insight

Success and increased performance for companies and managers
Consistent market orientation is becoming a key success factor for companies. Increased customer demands, ambitious growth targets and internal restructuring contribute to the fact that marketing has a special role to play. It is becoming increasingly apparent that "more of the same" is no longer enough. Instead, new approaches are gaining in importance.

Customer relationship management, multichannel management and brand management have developed into disciplines to which entire companies are now aligning themselves. This increases the complexity of the relationships betweenindividualdecisions. In addition, there are social trends and fashions that are brought into the management bodies of companies via the media and agencies. Many managers therefore find it difficult to recognize and pick up on trends and developments in marketing that are relevant to their own company at an early stage.

Today, continuing education, further training must help to sharpen the focus on the essentials. It must support managers in systematically incorporating relevant developments into their own company. The holistic approach to new topics is a focal point here. After all, marketing only contributes to sustainable corporate success if existing competitive advantages are secured through comprehensive approaches and fragmentation and actionism in the company are prevented.

This is where our courses and seminars come in. On the one hand, our internationally recognized, AACSB and EQUIS accredited certificate courses for marketing and sales, communication and procurement offer an overview of current developments, approaches and concepts as well as the opportunity to discuss specific challenges facing your company together with proven experts from science and practice and to develop your own solutions. On the other hand, in our intensive seminars, central and current management methods are applied in small groups and further developed for targeted use in your own company. The focus is on key account management, marketing controlling and market-oriented growth strategies.

Our offer is characterized by the combination of science and practice. Managers benefit from our research at the Institute of Marketing. Our innovative and application-oriented concepts form the basis for the content of our courses and seminars. They result from projects with leading companies.

Find out more about our services on the Internet or order a printed brochure. We look forward to your feedback and will be happy to talk to you in person!

HSG Intensive Study Program Marketing Management (CAS)
Certificate of Advanced Studies (CAS, 12 ECTS)

Contents
The St.Gallen intensive course in marketing management is aimed at managers who want to update and expand their marketing knowledge using the latest scientific findings and tried-and-tested concepts. Participants gain a strategic management perspective on marketing and apply what they have learned directly to their company in transfer activities and group tasks.

Study organization
The course consists of 6 seminar blocks of 3 days each (18 days in total) in the St.Gallen area. Upon successful completion, participants receive a Certificate of Advanced Studies (CAS) worth 12 ECTS credits, which they can extend to a Diploma of Advanced Studies (DAS) in Marketing Executive or Sales Manager. The modules can also be booked individually. m

Next start: January 16, 2024 (annual implementation)

Investment:CHF 18,750 The participation fee includes all documents, books, lunch and refreshments during breaks. Not included are the costs for travel to and from the course, accommodation, dinner and evening events.

 

HSG Intensive Study Program Communication and Management (CAS)Certificate of Advanced Studies (CAS, 12 ECTS)

Contents
The intensive study program for communication and management is one of the few continuing education, further training programs in Switzerland that combines current topics from public relations, marketing communication, communication design as well as leadership and management at an international level. The course is aimed at experienced managers and young high potentials from marketing, communication and public relations.

Study organization
All 6 seminar blocks of 3-4 days each (20 days in total) take place in the St.Gallen area. Upon successful completion, participants receive a Certificate of Advanced Studies (CAS) worth 12 ECTS credits, which they can extend to a Diploma of Advanced Studies (DAS) if they are interested.

Next start: August 27, 2024 (start every 2 years)

Investment:CHF 18,750 The participation fee includes all documents, books, lunch and refreshments during breaks. Not included are the costs for travel to and from the course, accommodation, dinner and evening events.

 

HSG Intensive Study Program Sales Management (CAS)
Certificate of Advanced Studies (CAS, 12 ECTS)

Contents
The St.Gallen intensive course CAS SAles Management is aimed at managers who want to update and expand their marketing knowledge using the latest scientific findings and tried-and-tested concepts. Participants gain a strategic management perspective on sales and apply what they have learned directly to their company in transfer activities and group tasks.

Study organization
The course consists of 6 seminar blocks of 3 days each (18 days in total) in the St.Gallen area. Upon successful completion, participants receive a Certificate of Advanced Studies (CAS) worth 12 ECTS credits, which they can extend to a Diploma of Advanced Studies (DAS) if they are interested.

Next event: August 20, 2024n (annual event)

Investment:CHF 18,750 The participation fee includes all documents, books, lunch and refreshments during breaks. Not included are the costs for travel to and from the course, accommodation, dinner and evening events.

 

Diploma Marketing Executive HSG (DAS)Diploma of Advanced Studies (DAS, 30 ECTS)

Contents
In the continuing education diploma, participants acquire in-depth, holistic marketing knowledge ranging from brand management to performance management. Interactive workshops and transfer tasks enable you to apply what you have learned directly to your company during the diploma course. You will also complete a dissertation on a current challenge in your company.

Study organization
The Diploma of Advanced Studies Marketing Executive HSG consists of the intensive courses in Marketing Management and in Communication and Management. After successfully completing the modules in the St.Gallen area (10 x 3 and 2 x 4 days, 38 days in total) and writing a diploma thesis on a current business challenge, participants are awarded the Diploma of Advanced Studies (DAS).

Next start
Thanks to its modular structure, the course offers a high degree of individual flexibility. It is possible to start with either the intensive course in Marketing Management or the intensive course in Communication and Management.

Investment:29'500 CHF. The participation fee includes all documents, books, lunch and refreshments during breaks. Not included are the costs for travel to and from the event, accommodation, dinner and evening events.

Next start: August 2024 and January 2025

 

Diploma Sales Executive HSG (DAS)Diploma of Advanced Studies (DAS, 30 ECTS)

Contents
Participants in the Sales Executive HSG continuing education diploma learn well-founded and up-to-date concepts, methods and tools that support you in your daily management work in sales and customer management. You will learn how to manage sales according to the latest findings and how to implement success factors in a targeted manner.

Study organization
The Diploma of Advanced Studies Sales Executive HSG consists of the intensive courses in Marketing Management and Sales Management. After successfully completing the modules in the St.Gallen area (12 x 3 days, 36 days in total) and writing a diploma thesis on a current business challenge, participants receive the Diploma of Advanced Studies (DAS).

Next start
Thanks to its modular structure, the course offers a high degree of individual flexibility. It is possible to start with either the intensive course in Marketing Management or the intensive course in Sales Management.

Investment:29'500 CHF. The participation fee includes all documents, books, lunch and refreshments during breaks. Not included are the costs for travel to and from the event, accommodation, dinner and evening events.

 

HSG Intensive Study Program for Strategic Purchasing Management (CAS)Certificate of Advanced Studies (CAS, 12 ECTS)

Contents
Purchasing makes an above-average contribution to the overall success of a company. Participants in the CAS Strategic Procurement Management receive up-to-date impulses and develop new concepts for strategic, integrated and customer-oriented procurement management. In six three-day modules, you will acquire the latest, tried-and-tested knowledge on insourcing/outsourcing, e-procurement, global sourcing, key supplier management, quality management, supplier selection and evaluation, negotiation techniques and management methods.

Study organization
After successfully completing the intensive course for purchasing managers, you will receive a Certificate of Advanced Studies (CAS) worth 12 ECTS credits.

Next start September 2025

Module 1 Procurement concepts and strategic supply management

Module 2 Supplier management and sourcing strategies

Module 3 Negotiation management: Purchasing meets sales / procurement marketing

Module 4 Market analysis techniques

Module 5 Leadership and management methods

Module 6 Leading Change and Intercultural Management
Please consult our website for current dates

Investment:CHF 18,750 for 18 study days (6 modules of 3 days each).

Alumni Club
Our Alumni Club serves as a platform for the exchange of experience and know-how, for exciting invitations to lectures and company visits and also offers the opportunity to actively cultivate contacts between alumni and current participants of the intensive study program for purchasing managers.

 

 

Seminar B2B Marketing

Contents
Over the course of three seminar days, you will learn about the challenges and special features of B2B marketing and gain an overview of the latest developments and methods. The framework conditions of B2B markets have developed ever more dynamically in recent decades and are changing marketing and sales. Consistent market and customer orientation form the basis for strategically successful market development. The marketing of technically high-quality and complex products and services requires systematic analysis and implementation, which requires future-oriented technical and methodological expertise in service and industrial goods marketing. This module offers you new impulses for direct implementation in your company on strategic B2B marketing, buying center marketing, value selling, trade fair, event and digital content marketing, lead management, account-based marketing, CRM and predictive analytics. Learn scientifically sound methods to differentiate yourself through customer-related services in B2B business and build long-term customer relationships. The HSG Intensive Seminar B2B Marketing offers enough space to discuss and further develop ideas with experienced speakers and other participants.

Study organization
Upon successful completion of the 3-day intensive seminar, you will receive a certificate from the Institute of Marketing at the University of St.Gallen (HSG).

Next dates

Intensive seminar "B2B Marketing"
once a year in the fall. Please consult our website for current start dates

InvestmentCHF 3,900. This includes all documents, books, lunch and refreshments during breaks. Not included are the costs for travel to and from the course, accommodation, dinner and evening events.

 

Intensive seminar Excellence in Key Account Management

Contents
The intensive seminar "Excellence in Key Account Management" teaches the basics of modern customer management and offers many valuable methods and tools for your daily work. In this way, you will develop a basis for substantial success in key account management and strengthen your position in your own company through the knowledge you acquire. The exchange of experiences with like-minded people will help you to expand your specialist knowledge far beyond your own working environment. The seminar documents and the project documentation to be prepared by the participants can be used directly for key account management after the continuing education, further training. You will develop a concrete key account plan for your company during the continuing education, further training and actively shape your KAM approach.

Study organization
The mixture of lectures, group and individual work, case studies, workshops, role plays and field reports guarantees a varied, interesting and highly practice-oriented training. Upon successful participation, you will receive a certificate from the University of St.Gallen (HSG) and can have the intensive seminar credited as a module in the intensive course "Marketing and Customer Management in Business-to-Business" (Certificate of Advanced Studies, CAS, 12 ECTS).

Next dates

Implementation in the fall.

Investment:8'995 CHF. This includes all documents, books, lunch and refreshments during breaks. Not included are the costs for travel to and from the course, accommodation, dinner and evening events.

Digital Marketing Academy
The intensive seminar "Digital Marketing Academy" at the University of St.Gallen (HSG) imparts relevant knowledge and best practices from search engine marketing to content marketing and digital transformation, so that you can refresh and deepen your knowledge in a targeted manner.

Contents
This intensive seminar teaches companies in a compact and application-oriented way how to use interactive marketing approaches and digital media in marketing and sales.
communication. The content ranges from possible applications in brand communication and new revenue potential to customer experience at digital touchpoints and performance management with Google Analytics. In addition to recognized scientists from the University of St.Gallen, guest speakers from various best-practice companies will share their experiences (Google, Jung von Matt).

Next dates
Implementation every January

Investment:Participation in this intensive seminar costs a total of CHF 4,950 (4 days). This includes all documents, books, lunch and refreshments during breaks. Not included are the costs for travel to and from the seminar, accommodation, dinner and evening events.

Further intensive seminars

Would you like to delve deeper into a specific topic or close specific gaps in your knowledge? Then our focused intensive seminars on specific practical challenges are just right for you. In the 3- to 4-day courses, we offer input on a scientific basis, invite practical speakers and facilitate a lively exchange between participants. The following topics are currently available:

 

• Brand management (4 days)
• Leading Sales (3 days)
• Marketing Intelligence (3 days)
• Marketing Controlling (3 days)
• Strategic product and performance management (3 days)
• Strategic Marketing (3 days)
• Active selling (3 days)
• Management of sales processes (3 days)

Please consult our website for new programs and current dates.