Autumn Semester 2020 takes place in a mixed form of online and classroom teaching.
Please read the published information on the individual courses carefully.

Florian von Wangenheim: Catalogue data in Autumn Semester 2016

Name Prof. Dr. Florian von Wangenheim
FieldTechnology Marketing
Address
Professur f. Technologiemarketing
ETH Zürich, WEV J 409
Weinbergstr. 56/58
8092 Zürich
SWITZERLAND
Telephone+41 44 632 69 24
E-mailfwangenheim@ethz.ch
DepartmentManagement, Technology, and Economics
RelationshipFull Professor

NumberTitleECTSHoursLecturers
351-0778-00LDiscovering Management
Entry level course in management for BSc, MSc and PHD students at all levels not belonging to D-MTEC. This course can be complemented with Discovering Management (Excercises) 351-0778-01.
3 credits3GB. Clarysse, M. Ambühl, S. Brusoni, E. Fleisch, G. Grote, V. Hoffmann, P. Schönsleben, G. von Krogh, F. von Wangenheim
AbstractDiscovering Management offers an introduction to the field of business management and entrepreneurship for engineers and natural scientists. The module provides an overview of the principles of management, teaches knowledge about management that is highly complementary to the students' technical knowledge, and provides a basis for advancing the knowledge of the various subjects offered at D-MTEC.
ObjectiveDiscovering Management combines in an innovate format a set of lectures and an advanced business game. The learning model for Discovering Management involves 'learning by doing'. The objective is to introduce the students to the relevant topics of the management literature and give them a good introduction in entrepreneurship topics too. The course is a series of lectures on the topics of strategy, innovation, corporate finance, leadership, design thinking and corporate social responsibility. While the 14 different lectures provide the theoretical and conceptual foundations, the experiential learning outcomes result from the interactive business game. The purpose of the business game is to analyse the innovative needs of a large multinational company and develop a business case for the company to grow. This business case is as relevant to someone exploring innovation within an organisation as it is if you are planning to start your own business. By discovering the key aspects of entrepreneurial management, the purpose of the course is to advance students' understanding of factors driving innovation, entrepreneurship, and company success.
ContentDiscovering Management aims to broaden the students' understanding of the principles of business management, emphasizing the interdependence of various topics in the development and management of a firm. The lectures introduce students not only to topics relevant for managing large corporations, but also touch upon the different aspects of starting up your own venture. The lectures will be presented by the respective area specialists at D-MTEC.
The course broadens the view and understanding of technology by linking it with its commercial applications and with society. The lectures are designed to introduce students to topics related to strategy, corporate innovation, leadership, corporate and entrepreneurial finance, value chain analysis, corporate social responsibility, and business model innovation. Practical examples from industry experts will stimulate the students to critically assess these issues. Creative skills will be trained by the business game exercise, a participant-centered learning activity, which provides students with the opportunity to place themselves in the role of Chief Innovation Officer of a large multinational company. As they learn more about the specific case and identify the challenge they are faced with, the students will have to develop an innovative business case for this multinational corporation. Doing so, this exercise will provide an insight into the context of managerial problem-solving and corporate innovation, and enhance the students' appreciation for the complex tasks companies and managers deal with. The business game presents a realistic model of a company and provides a valuable learning platform to integrate the increasingly important development of the skills and competences required to identify entrepreneurial opportunities, analyse the future business environment and successfully respond to it by taking systematic decisions, e.g. critical assessment of technological possibilities.
Prerequisites / NoticeDiscovering Management is designed to suit the needs and expectations of Bachelor students at all levels as well as Master and PhD students not belonging to D-MTEC. By providing an overview of Business Management, this course is an ideal enrichment of the standard curriculum at ETH Zurich.
No prior knowledge of business or economics is required to successfully complete this course.
363-0403-00LIntroduction to Marketing3 credits2GF. von Wangenheim
AbstractThe course is designed to convey a profound understanding of marketing's role in modern firms, its interactions and interfaces with other disciplines, its main instruments and recent trends. Particular attention is given to emerging marketing concepts and instruments, and the role of marketing in technology firms.
ObjectiveAfter taking the lecture, students should have knowledge on
1) The definition and role of marketing (marketing basics)
2) Creating marketing insights - understanding customer behavior
- Theoretical concepts in customer behavior (customer behavior)
- Analytical means to extend knowledge on customer behavior (marketing research)
- Strategic tools to quantify customer behavior (CLV, CE)
3) Strategic marketing - translating marketing insights into into actionable marketing strategies
- Segmentation, Targeting, and Positioning
- Attracting customers (marketing mix, 4Ps)
- Maintaining profitable customer relations (CRM)
ContentThe course is designed to convey a profound understanding of marketing's role in modern firms, its interactions and interfaces with other disciplines, its main instruments and recent trends. Particular attention is given to emerging marketing concepts and instruments, and the role of marketing in technology firms.

The lecture features a short tutorial that is held at irregularly spaced intervals throughout the semester (approximately every third week). The tutorial is embedded within the lecture and consists of short sessions of about 30 minutes. It serves to illustrate theoretical and methodological concepts from the lecture by walking students through the analysis of real-world data from the telecommunications industry. The case data will be provided so that students practice and apply the concepts of the lecture on their own. The tutorial is held jointly by two Teaching Assistants (Zhiying Cui and Jana Gross) and the professor (Prof. F. v. Wangenheim).
LiteratureKotler, P./Armstrong, G.: Principles of Marketing, 15th edition, Pearson 2012.
Weekly readings, distributed in class (via Moodle)
363-1051-00LCases in Technology Marketing Restricted registration - show details
Number of participants limited to 20.

Students have to apply for this course by sending a CV and an one-page motivation letter to mgrohmann@ethz.ch. Additionally please enroll via myStudies. Places will be assigned on the basis of your motivation letter.
3 credits1GF. von Wangenheim, C. Grieder
AbstractThe aim of this module is to introduce students to some key concepts in technology marketing and to familiarize them subsequently with the challenges that (marketing) managers face in technology intensive markets by using real life cases. Students will have to "solve" current and past managerial problems and will be enabled to compare their solutions with what has actually been done.
ObjectiveThis module should enable students to deal with the uncertainty related to challenges in technology marketing by introducing them to some key concepts and letting them apply those concepts to real life cases. The competences acquired in this module are meant to go beyond the mere understanding of the study material by improving students' problem solving capabilities, analytical skills and capacity for team work. Furthermore, students will be exposed to decision-making styles and procedures in companies.
ContentStudents have to work on three to four real Bühler cases and present the solutions in class.
Solutions/ presentations will be part of the grades.
Prerequisites / NoticeStudents have to apply for this course by sending a CV and a one-page motivation letter until 09.09.2015 to mgrohmann@ethz.ch.
363-1055-00LMarketing Practice
Please send your application documents (Cover Letter, CV, Transcript of Records, Reports) by 30.09.2016 to: mgrohmann@ethz.ch

Once your application has been confirmed, a registration in myStudies is possible.
3 credits3SF. von Wangenheim
AbstractThe course enables students to apply their knowledge from marketing and other disciplines to real life cases under the supervision of internationally operating partner companies.
ObjectiveFirst, students have to assess and analyse real life problems in order to generate creative solutions.

Secondly, students have to demonstrate that they are both - able to apply their knowledge from marketing theory to practice, as well as to communicate their ideas to other students and leading marketing executives.
ContentThe Circle of Excellence is a one-year talent program for outstanding students together with the universities of Münster, Cologne and Berlin. It aims at preparing the participants for interesting management tasks within various workshops in collaboration with our internationally operating partner companies, e.g. PanGas, L'Oréal, Henkel, McKinsey, EDEKA,...

Please find more information on:
http://www.circle-of-excellence-marketing.de
Prerequisites / NoticeYour profile:
- Strong interest in Marketing topics
- Very good academic performance
- Interesting and convincing personality
- High commitment and flexibility

Students have to organize the remaining phase of their studies in a way that they are able to participate in the workshops.
364-1013-06LMarketing Theory Restricted registration - show details 1 credit1GF. von Wangenheim
AbstractThe course is taught Florian Wangenheim (ETHZ)

It focuses on the theoretical foundations of marketing and marketing research.
ObjectiveThe purpose of the course is to confront students with current theoretical thinking in marketing, and currently used theories for understanding and explaining buyer and customer behavior in reponse to marketing action.
ContentIn the first class, current understanding of the marketing literature and marketing thought is discussed.
In the following classes, various theories are discussed, particularly in light of their importance for marketing. Economic, pschological and sociological theory will be related to current marketing thought.
364-1064-00LInaugural Seminar - PhD Retreat Restricted registration - show details
Pre-registration upon invitation required.
Once your pre-registration has been confirmed, a registration in myStudies is possible.
1 credit1SF. von Wangenheim, S. Brusoni, B. Clarysse, W. Mimra, T. Netland, J. Reuer, P. Schmid
AbstractThis course is geared towards first and second-year Ph.D. students of MTEC. It is held as in a workshop style. Students attending this seminar will benefit from interdisciplinary discussions and insights into current and future work in business and economics research.
ObjectiveThe purpose of this course is to
- introduce students to the world of economics, management and systems research at MTEC
- make students aware of slio-thinking in the specific subdisciplines and enoucarge them to go beyond those silos
- discuss current issues with regard to substantive, methodological and theoretical domains of research in the respective fields