363-1051-00L  Cases in Technology Marketing

SemesterAutumn Semester 2018
LecturersF. von Wangenheim, C. Grieder
Periodicityyearly recurring course
Language of instructionEnglish
CommentNumber of participants limited to 20.

Students have to apply for this course by sending a CV and an one-page motivation letter to mzimmer@ethz.ch. Additionally please enroll via myStudies. Places will be assigned on the basis of your motivation letter.


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 1.9.2018 to mzimmer@ethz.ch.