Customer-Driven Marketing

This seminar is about the essentials of modern marketing. 4 days.


Marketing is the intensive preoccupation with the customer, his needs and wishes, his unsolved problems and his willingness – through the launch of new technologies and services – to participate in new markets. Marketing aligns all company processes, the thinking and actions of an organization, to customers and customer benefits. For this, it needs concepts, instruments and systems. It needs a customer-oriented corporate culture. And it requires a lot of instruments to actually implement marketing measures successfully.

This seminar takes you on a systematic journey through the world of marketing. It offers you a comprehensive look at marketing with a special focus on what has become more important during the last few years – direct marketing, online marketing, digital marketing, search engines and social media.


  • Executives looking for a comprehensive up-date of modern marketing techniques
  • Managers in the areas of market analysis, market research, marketing, sales and distribution
  • Those responsible for customers, customer segments and products or product lines, brands, sales channels, profit centers
  • Executives from outside marketing who want to improve their knowledge of marketing


The Building Blocks of Modern Marketing

  • The overall system of marketing
  • The individual components of holistic marketing
  • The marketing model

Always start with Customer Needs and Benefits

  • Understanding and knowing the market
  • Market and competitor analyses
  • Who is the customer, what is customer segmentation?
  • My customer's needs, the needs of consumers as a whole
  • Inventing new customer benefits

The Purpose is Success in the Marketplace

  • Creating new demand through innovation
  • Actively selling – sales management
  • Creating a presence in "search" channels – search engines
  • Activating referral marketing
  • Customer satisfaction, customer retention, customer loyalty

Strategic Marketing Concepts

  • Target marketing
  • Positioning, differentiating
  • Brand strategy, brand management
  • Product, service and solution strategies
  • Sales and distribution strategies
  • Pricing and conditions policy
  • Communication strategy

Sales Management

  • Developing your own sales model
  • Establishing a superior sales process

Direct Marketing, Online Marketing

  • Building up and optimizing direct marketing activities
  • How to be found by search engines
  • Referral marketing thanks to social media
  • Developing and managing an online shop

Branding, Brands

  • The importance of a brand to the business of your company
  • Market strategy and market launch
18.11.2019 - 21.11.2019, Frankfurt, Germany
CHF 3'900.- / EUR 3'600.- excl. VAT
Invoice on request in EUR, at current exchange rate
18.11.2019 - 21.11.2019, Frankfurt, Germany
CHF 3'900.- / EUR 3'600.- excl. VAT
Invoice on request in EUR, at current exchange rate
Additional Services
Seminar + Individual Coaching

Book an individual coaching session in addition to a seminar. [more...]

My Sparring Partner

Book this 2-day workshop and profit from a deep-dive into company-specific content, with insights especially relevant to your work. For you and a max. of 4 other colleagues from your company. [more...]

Learn & Perform

First you attend an open seminar. After completion, a St. Gallen management consultant visits you at your company to support implementing what your learned. [more...]

A Second Opinion

You need to make an important decision that will determine the course your company will take. To make sure you get it right, you need a second opinion. [more...]

Implementation Project

You attend an open seminar, and those things you learned that are especially vital to your company are then implemented with this project, tailor-made for your company with external support. [more...]

The Mental Option

Management top-performance requires mental preparation. Our "Human Tuning" service is an additional day of mental training for executives. [more...]

Company Teams

Two or more participants from a single company take part in the same seminar – and implement what they learned immediately upon return. [more...]

Bosses Promoting High-Potentials

When you promote men and women of your staff, it will help if you approve their participation in our junior program first. In a briefing, you tell us what exactly your employee needs to develop. We meet with the participant and give you feedback about this. We then give you a promotion proposal and the St. Gallen talent-promotion tool for implementing your own talent management. [more...]

Small-Group Seminar

A seminar with a max. of 6 participants. Small groups allow a deep-dive into subjects of special interest to you. [more...]


After learning the latest management insights at your seminar, you want to use them. You have ideas, maybe even a concept. Or you want to practice what you learned and your conduct as an executive. [more...]

Bring your Customer

Bring your customers with you to a seminar. Here you'll be inspired for collaboration, joint development, open innovation. During off-time, you can work with your customer on ideas for future collaboration. [more...]

Compressed Learning

Management knowledge compressed into a 1-day seminar, with content conceived especially for your company. [more...]

Certification of your Advanced Training

You can book an additional 4-day workshop for certifying your advance training. [more...]

Career Support

You are pursuing a specific management position. We'll help you in your career. [more...]

St. Gallen Tools

We develop management and leadership instruments that are tailor-made for use at your company. [more...]

St. Gallen Inhouse

Seminars with company-specific content. If you have questions about this or need information, please call us at +41 (0) 44 913 1580 or write an email to: [more...]