Marketing and Communication

The marketing course will provide participants with the core challenges and key issues for market- and customer orientation. It offers concepts and frameworks for major challenges in marketing management, when companies are looking for ways to improve their market positions. The course takes a general management stance when looking into a company's marketing activities. One emphasis of the course is to identify challenges deriving from market orientation. Secondly, the course addresses key concepts for developing market based growth strategies. Thirdly, focus is put on key principles in brand and channel management, as well as the foundations of digital marketing.

Professor Dr. Marcus Schögel, born in Berlin is Director of the Institute of Marketing at the University of St. Gallen. He studied business administration at the Free University of Berlin. Doctoral degree from St. Gallen University in 1997. He is the academic director to the Master program in Marketing, Services and Communication at University of St. Gallen (eMSC). His research focuses on Customer Centricity Marketing Strategy, Channel Management and Digital Marketing. In his research he works together closely with different companies from consumer goods as well as from service and IT-industries (e.g., BMW Group, Google, Bayer Crop Science, Henkel, Procter&Gamble, Mobiliar, Swisslife, EY, McKinsey&Company).

Dr. Benjamin Berghaus, born in Frankfurt is a freelance university lecturer and consultant. Until the end of 2017, he worked as Postdoctoral Research Fellow and Head of the Competence Center for Luxury Management at the Institute of Marketing at the University of St. Gallen. He studied International information management, business, political, and historical sciences at University of Hildesheim. Doctoral degree from University of St. Gallen in 2017. Benjamin teaches marketing and strategy development at HSG and at select universities in Europe and beyond. His research focuses on high-end value generation and the role of organizational status in two-sided matching markets. In his research he works together closely with different companies known for their high-end value generation (e.g., Porsche, LVMH, Tag Heuer, Estée Lauder, Omega, Hugo Boss, Dior, Montblanc, Swiss Deluxe Hotels, Gübelin, Läderach, frog design).

Note: All information is accurate for the 2020-2021 academic year and is subject to change for future classes