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56948-01 - Kolloquium: Digital Marketing 3 KP

Semester Frühjahrsemester 2020
Angebotsmuster Jedes Frühjahrsem.
Dozierende Willem Smit (willem.smit@unibas.ch, BeurteilerIn)
Inhalt According to MIT Sloan Professor Sinan Aral, one of the authorities on Digital Marketing, “(n)ew digital technologies have fundamentally reshaped marketing theory and practice in the last decade alone.” This course addresses how technology has changed the modes of communication through which firms engage with consumers. As Mooreʹs law has enabled firms to store and analyze Big consumer Data, marketers have the opportunity for fine-grained behavioral analytics. Equipped by new monitoring tools, firms and marketers have fostered precise and personalized customer relationship management practices. With the rise of mobile phones and tablets, there are now immense opportunities to enable location-based messaging and reciprocal communication. Communication that is increasingly video-based. The ubiquity of video content has promulgated rich, native advertising programs. The global emergence of social networking has enabled networked based predictive modeling and new forms of targeting and referral strategies based on the preferences of consumers'ʹ peers. And finally, new social media have brought all of this onto the public stage, with word of mouth conversations driving brand awareness and brand loyalty, and user
generated content on re-view and ratings sites making or breaking demand for products or services.
The Digital Marketing course at ASB is the sequel of the Marketing Management
I. After being introduced to the basics of marketing strategy (Segmentation, Targeting, Positioning) and tactics (4 Ps), this sequel gives students the opportunity to learn and experiment with more advanced and digital techniques in today’s marketing: Websites, Search and Social (Paid and Unpaid), Analytics and CRM.
Lernziele tba
Literatur tba
Bemerkungen Teacher is Prof. Willem Smit, Assistant Professor of Marketing, Asia School of Business in collaboration with MIT Sloan School of Management, Kuala Lumpur, Malaysia
Weblink Weblink to ADAM


Anmeldung zur Lehrveranstaltung Registration: Please enrol in MOnA. EUCOR-Students and students of other Swiss Universities have to enrol at the students administration office (studseksupport1@unibas.ch) within the official enrolment period. Enrolment = Registration for the exam! A deregistration is possible by email to Studiendekanat-wwz@unibas.ch until 12 May 2020, 8 pm.
Unterrichtssprache Englisch
Einsatz digitaler Medien kein spezifischer Einsatz


Intervall unregelmässig
Datum 04.05.2020 – 15.05.2020
Zeit Siehe Detailangaben

Online classes with Zoom

Datum Zeit Raum
Montag 04.05.2020 14.15-18.00 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35
Donnerstag 07.05.2020 14.15-18.00 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35
Freitag 08.05.2020 14.15-18.00 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35
Montag 11.05.2020 14.15-18.00 Uhr Wirtschaftswissenschaftliche Fakultät, Auditorium
Donnerstag 14.05.2020 16.15-20.00 Uhr Juristische Fakultät, Pro Iure Auditorium EG.44
Freitag 15.05.2020 14.15-18.00 Uhr Wirtschaftswissenschaftliche Fakultät, Auditorium
Module Vertiefungsmodul: Marketing and Strategic Management (Masterstudium: Wirtschaftswissenschaften)
Leistungsüberprüfung Semesterendprüfung
Hinweise zur Leistungsüberprüfung tba
An-/Abmeldung zur Leistungsüberprüfung Anmelden: Belegen; Abmelden: Studiendekanat
Wiederholungsprüfung keine Wiederholungsprüfung
Skala 1-6 0,1
Wiederholtes Belegen beliebig wiederholbar
Zuständige Fakultät Wirtschaftswissenschaftliche Fakultät / WWZ, studiendekanat-wwz@unibas.ch
Anbietende Organisationseinheit Wirtschaftswissenschaftliche Fakultät / WWZ