The Institute of Marketing (IfM-HSG) - International Executive MBA and Study Trips The Institute of Marketing (IfM-HSG) - International Executive MBA and study trips The Institute of Marketing (IfM-HSG) and the SGI work closely together in the area of management education and offer together different modules and programmes. Prof. Dr. Marcus Schoegel, Director at the IfM-HSG, visits Singapore with participants of the International Executive MBA in scope of the elective course “Marketing and Sales in Asia”. Additionally, the IfM-HSG offers executive study trips to Singapore for European managers. The objective of these trips is to gain an understanding of the challenges of doing business in an Asian context and building relationships with companies in Asia. During the one week visit in Singapore, participants learn about the local approach to serving the customer and to exceeding the customer expectations. Invited speakers and industry experts from the SGI, SMU and local companies share their insights on doing business in Asia. During the visits at leading companies, such as OCBC Bank or Singapore Airlines, the participants learn about how customer experience solutions can be developed and grown to bigger impact, and how these companies manage a superior service quality in any customer encounter. Prof. Dr. Schoegel was a visiting professor at the SGI in 2013, in order to establish a local center of competence in the field of customer centricity. The Institute of Marketing has the purpose of providing high level of education and doing reality-oriented research. Through collaborations of academia and practitioners, current and relevant marketing issues are analyzed and solved, in order to support the acceleration of professionalization processes in marketing in companies. Approximately 30 people work at the Institute in St.Gallen in the research fields of customer centricity and distribution, B2B marketing, and marketing performance management. For more information on IfM, please visit www.ifm.unisg.ch.