European Marketing

Fall Semester 2017

 

Lecture

Mondays, start September 18, 2017

14.15-16.00 h, room C 140

Assistant: David Schmid

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Additional Information

Guest presentations in this course:

 

  • Michael Monney, Global Commercial and Sales Director, Laurastar: "International Marketing and Sales at Laurastar", Tuesday, October 10, 2017, 10.15-11.45 h, room A140

  • Nhu-Lan Muster-Lam, CEE Area Marketing Manager Gum Health, GlaxoSmithKline Consumer Healthcare: „International Marketing for Healthcare Products at GSK" (working title), Monday, October 23, 2017, 14.15-15.30 h, room C140

  • Oliver Stärkle, Senior Brand Manager, Granini: "International Marketing of Granini” (working title), Tuesday, October 31, 2017, 10.15-11.45 h, room A140

  • Melanie Jotterand, Philip Morris International: „International Marketing at Philip Morris and Career Opportunities” (working title), Tuesday, November 7, 2017, 10.15-11.45 h, room A140

  • Alessandro Rigoni, Business Executive Officer Confectionery, Nestlé Suisse: “The Relaunch of the Chocolate Brand Cailler”, Monday, November 13, 2017, 14.15-15.30 h, room C140

  • Prof. Dr. Jean-Claude Usunier, HEC Lausanne: "Product Ethnicity: How Consumers associate Products with Countries", Tuesday, November 14, 2017, 17.15-18.30 h, room A120 (followed by an apéro).

 Further guest presentations to be announced.

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Lecture Slides

Lecture Slides 1-24

Lecture Slides 24-50

Lecture Slides 51-175

Lecture Slides 175-247

Lecture Slides 247-305

Presentation Laurastar

Presentation gsk

Presentation Cailler

Paper Product Ethnicity (this is not a mandatory reading)

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Sample Exam

 Sample Exam

Exercises

Tuesday, 10.10.2017, 10.15-12.00 h, room A140

Tuesday, 17.10.2017, 10.15-12.00 h, room A140

Tuesday, 24.10.2017, 10.15-12.00 h, room A140

Tuesday, 31.10.2017, 10.15-12.00 h, room A140

Tuesday, 07.11.2017, 10.15-12.00 h, room A140

Additional information

 

Download 
Excursus

Country-of-Origin Effect

International Advertising