“The telephone book is full of facts, but it doesn't contain a single idea.”

Abstract:
Marketing depends profoundly on experiences, toolkits and creativity. Most professionals can look back on years of experiences, some have managed to build up instrumental toolkits but only a few are in the position to methodologically develop, evaluate and support ideas. Ideas are the heart and core in marketing management. They are for example needed for the management of product innovations, for pricing concepts, for organizing distribution channels, for advertisements and communication, but also for strategic marketing.
During this seminar which follows the idea of experiential learning, we will develop a toolkit to generate, evaluate and implement creative ideas relevant for practical marketing tasks. Furthermore, we will test them practically and directly in cooperation with business partners.

Type:
Seminar

Target audience:
This course is acknowledged for BA and assigned to the „Wahlpflichtbereich” BWL 4.

Frequency:
Each spring semester

APS/ECTS-points:
3

Work load statement:

Maximum number of students:
32

Content:
Preparing, creating, and delivering visual stories in marketing communication.

Language:
English

Required reading:
Schnetzler, Nadja: Die Ideenschmiede, Weinheim: Wiley, 2004.
De Bono, Edward: De Bonos neue Denkschule. Landsberg: MVG, 2002.
Duarte, Nancy: slide:ology. The Art and Science of Creating Great Presentations. Sebastopol/CA: O’Reilly, 2008. ISBN-13: 978-0-596-52234-6.

Recommended reading:
Pricken, Mario: Clou. Mainz: Schmidt, 2009.
Pricken, Mario: Kribbeln im Kopf. Mainz: Schmidt, 2004.
Pricken, Mario: Visuelle Kreativität. Mainz: Schmidt, 2003.

Prerequisites:
-

Access:
By application to our chair and confirmation only. You will find further details at our webspace.

Grading:
Participation, oral presentation, exercises, written thesis.

Dates:
Kick-off: 20/12/2011 (16-18h)

Seminar: 13 - 15/02/2012

Location:
PLM 103/104

Further information:
- www.market-research.uzh.ch
- blackboard Marketing, Plattenstrasse 14, 4th floor

Registration:
Don’t forget to officially register yourself using the registration tools at the University of Zurich AFTER you have received our informal acceptence notification.

Booking the seminar without a positive confirmation from our Chair is not implying the right to attand the course. In this case the course will be graded as failed.

Note:
The information in the syllabus supports the official information in the electronic university calendar (VVZ – Vorlesungsverzeichnis). In case of doubt, the official information at the VVZ is valid.