Best Practice in Marketing


The Institute for Marketing at the University of St.Gallen has been successfully implementing the practice-oriented excellence program “Best Practice in Marketing” for more than 20 years. The basic idea of this program is an exchange of experience, moderated by us as a university, on current marketing and sales topics between leading “best practice” companies (currently including B. Braun, Bühler, Geberit, Ricola, Roche, Swiss Life, UBS , and Weber-Stephen LLC). The program is deliberately designed to be cross-sectoral and exclusive of competition, since interesting approaches can often be obtained from other sectors and we maintain a very open exchange. Every year, four current, exciting topics are redefined in cooperation with our partners and then discussed in interactive workshops.

Schaubild Unternehmensspezifische Herausforderungen

Facts and Figures

The research program started 1998 with an empirical success study from 30 expert discussions and a written survey of over 600 companies from 40 industries. The aim was to identify “best practice” approaches in marketing as well as leading companies. Successful marketing strategies were also analyzed and cross-sectoral and cross-sectoral success patterns identified. Since then, the idea of “bench learning” has been taken up in regular management focus groups.

BPM 23 Jahre


The “Best Practice in Marketing” board is the steering committee of the entire research program. It consists of representatives of our leading partner companies from various industries and meets twice a year. The board determines the basic content and direction of the research program, determines the topics and composition of the management focus groups and decides on the admission of additional partner companies.

Partnerfirmen Best Practice in Marketing

Management Focus Groups

In more than 20 years of “Best Practice in Marketing” we have addressed the following topics within our focus groups. In the 2021 BPM season, our focus will be on the following topics:

(subject to change)
Executive Education: Aufgabenorientiertes Marketing Management 
1 and 2 July 2021 – Hotel Walhalla, CH-St.Gallen

Executive Education: Task-oriented Marketing Management 
23 and 24 June 2021 – virtual implementation

Digital Branding (inkl. Social Media)
1. Workshop: 26 and 27 August 2021, DE-München
2. Workshop: 18 and 19 October 2021, Hotel Säntispark, CH-Abtwil/St.Gallen

Return on Marketing: Managing the Marketing Performance (2 x 2 Tage)
1. Workshop: 31 August and 1 September 2021, Kloster Fischingen, CH-Fischingen
2. Workshop: 17 and 18 November 2021, Hotel Walhalla, CH-St.Gallen

Customer Experience Management & Customer Centricity (2 x 2 Tage)
1. Workshop: 22 and 23 September 2021, Hotel Greuterhof, CH-Islikon
2. Workshop: 9 and 10 November 2021, Sorell Hotel Rüden, CH-Schaffhausen

Coordinating Marketing & Sales for Impact (Top Management)
27 and 28 October 2021, Mövenpick Hotel Basel, CH-Basel

Internal Areas for our Partner Companies