Marketing Communication

Detailed course description

With the rapid development of technology and the social web, there has been a seismic shift over the past decade in how humans connect and communicate with each other and in their decision journey to purchase. Mass customization, channel and media fragmentation and the speed of innovation have all contributed to this. Never before were customers as empowered as they are today. To thrive in today’s ever changing marketplace, marketers must have a toolbox filled with the old and the new and they must have the training and the instincts on how to leverage both of these in unity to win the hearts and minds of today’s customer. While embracing the dynamics of this new consumer landscape, marketers must be clearer than ever on the core values and strategies of their businesses and brands and on their customers’ needs and behavioral insights.

During this marketing communications (marcom) course, you will get grounded on the fundamentals of marcom tools and processes and be immersed into the new world that the social web and digital revolution has created. You will get hands-on, practical experience in developing winning marcom strategies and plans in response to the respective business challenge a brand is facing in the new, dynamic marketplace.

Learning Objectives

  • The role of marcom in brand building.
  • Understanding how strategy empowers marcom.
  • Marcom process from business challenge to marcom strategy to execution.
  • Media insights and mix choices between traditional, new, owned and earned media.
  • How to evaluate a campaign from idea to execution.

The course is based on interactive, hands-on exercises and case studies from leading brands.


Prof. Dr. Kübler is Assistant Professor of Marketing at Ozyegin University Istanbul. His research focuses on corporate communication, crisis communication, new media and app marketing. Before pursuing his academic career Prof. Dr. Kübler worked for several years for leading German advertising agencies like TBWA and Zum Goldenen Hirschen. Beside his academic work, he is consulting advertising agencies and international companies like Rausch AG, TetraPak or OD Yachting in marketing and communication questions. Prof. Dr. Kübler’s work has been awarded several times as top contribution by the European Marketing Academy. His work has been published in international marketing journals such Business Research BuR and Marketing Journal for Research and Management.


Fereshteh VAHIDI


+41 (0) 22 379 97 16




Strategic Marketing

GSEM University of Geneva

Boulevard du Pont d' Arve 40

CH-1211 Geneva 4