Programme overview
Marketing today is constantly evolving. New channels emerge, customer expectations shift, budgets are under pressure, and AI tools promise faster execution almost every week. In this fast-paced environment, marketing easily becomes fragmented without a clear strategic logic: many initiatives, many metrics, many discussions, but no shared answer to what the organisation is really trying to achieve.
This programme is designed to close that gap.
Over four intensive days in Zurich, you develop your own marketing plan step by step. You work from your own business context, your own customers, and your own strategic questions. The programme guides you through the core decisions of marketing: understanding customers, identifying attractive segments, defining target groups, sharpening positioning, designing the marketing mix, setting KPIs, and preparing the internal story behind the plan.
AI is part of the programme, but not as a collection of tools or shortcuts. Instead, you learn where AI can support marketing work, and where it cannot replace strategic judgment. The goal is not to chase every new tool, but to make better decisions about what to accelerate, automate, scale, or deliberately leave untouched.
You leave the programme with a coherent, growth-oriented marketing plan that links customer insight, strategy, execution, and measurement. More importantly, you leave with the confidence to explain why this plan makes sense — and why certain activities should no longer be pursued.
Contact person
Learn more about the programme in a personal conversation.
Janina Kauz Tutor
Programme details
Programme type
Format
Language
Duration
Flexible entry
Modules
Location
Price
Target group
Next date
Learning objectives
After completing the Marketing Bootcamp, you will be able to:
Curriculum
Around six weeks before the programme, you receive a methodological guide for conducting qualitative customer interviews. You conduct selected interviews/competitor analysis for your own company. This preparation forms the basis for the work during the four programme days.
Day 1: Foundations & Insights
You map your current marketing situation and identify where activities, resources, and objectives are aligned as well as where they are not. We analyse the customer interviews/competitor analysis you conducted before the programme and use them to develop a sharper understanding of your market, your customers, and your strategic starting point.
Day 2: From market insights to strategic choices
We move from customer insight to strategic decisions. You work on segmentation, target-group selection, differentiation, and positioning. The focus is on making real choices: who you want to serve, what you want to stand for, and where your current marketing may be too broad, too vague, or too internally focused.
Day 3: Marketing mix, prioritisation, AI
You translate your strategic choices into concrete marketing decisions. You review activities, channels, resources, and priorities, and examine how they support your positioning. AI is discussed as part of this translation: where it can help you accelerate or improve execution, and where strategic judgment must come first.
Day 4: Plan, KPIs, internal story
You consolidate your work into a clear marketing plan. You define KPI and funnel logic, sharpen your priorities, and prepare the internal story you need to present and defend the plan in your organisation. The goal is a plan that is not only strategically coherent, but also understandable and usable for your leadership team.
Follow-up coaching
Six to eight weeks after the programme, you receive an individual 1:1 coaching session. In this session, we review your plan against first implementation experiences, internal feedback, and concrete next steps. This helps you refine the plan and maintain momentum after the programme.
Details
Participants
This program is designed for professionals who want to strengthen marketing as a managerial discipline – structured, accountable, and value-creating – and who want to develop stronger strategic marketing skills in an environment shaped by AI and increasing complexity. The bootcamp is open to participants from all industries and company sizes, from SMEs to large organizations.
It is particularly suitable for:
- Marketing and growth leaders who want to sharpen strategic direction (STP, positioning, portfolio, pricing, resource allocation) and translate it into a coherent plan.
- B2B and B2C marketing managers responsible for campaigns, brands, products, or markets who want a stronger strategic backbone behind execution and performance metrics.
- Product, category, and business development leaders who influence go-to-market decisions and need a structured approach to marketing planning and prioritization.
- Cross-functional leaders at the marketing–sales–product interface who want a common decision logic for funnel objectives, coordination, and measurable impact.
- Professionals transitioning into marketing roles (or taking on broader marketing responsibility) who want to build a solid, structured foundation quickly.
The program is best suited for participants who provide a real business context or challenge and want to leave with a marketing plan they can apply immediately.
Your Benefit
Admission Requirements
Admission is at the discretion of the program management. Attention is paid to your professional background as well as your completed training and further education programs. An academic university or university of applied sciences degree is not required.
As our intensive seminars are often fully booked early on, we recommend that you contact the seminar organizers immediately. A reservation is the best way to secure a place without obligation so that internal organizational arrangements can be made in the meantime.
Do you require further information?
I am gladly available for you and look forward to hearing from you.
Janina Kauz Tutor
Why University of St.Gallen
At the University of St. Gallen (HSG), you can choose from one of the largest executive education portfolios in the German speaking region – the right programme for your needs and career objectives. The renowned quality and practical relevance of the learning experience convinces more than 6000 participants per year. Profit from an Executive Degree from St.Gallen – the best business school in the German-speaking world – and get ahead in your career!
