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58302-01 - Kolloquium: Developing Marketing Strategy 3 KP

Semester Frühjahrsemester 2020
Angebotsmuster unregelmässig
Dozierende Markus Christen (markus.christen@unibas.ch, BeurteilerIn)
Inhalt Here is your challenge. Your business must generate value for its owners—after having paid its taxes, its employees, its suppliers, and its creditors. The only party that funds all this is the customers who prefer buying from your company rather than your competitors, at a price that reflects the value you create for them. If your offers do not make and keep these paying customers sufficiently happy, they will take their business elsewhere. But if the combination of sales volume and price does not generate enough cash on a continuous basis, you will not be able to sustain your value proposition (and keep your job).
Marketing concepts and frameworks are not mind-blowingly complex; they are common sense. The reason why many companies struggle with applying them is that a business operates in an uncertain environment and must compete against companies that have access to the same marketing ‘weapons.’
Developing Market Strategy teaches you how to meet this challenge through developing and managing a portfolio of brands over several years against strong competitors and in a fast-changing environment. In particular, the course focuses on developing a good understanding of market and competitive dynamics to improve your competencies behind building competitive advantage and making marketing strategy decisions:
• Your strategic thinking to see and sense market changes and forces and anticipate actions and reactions from customers, competitors and other relevant agents;
• Your ability to balance long-term versus short-term objectives, attacking versus defending competitive behaviors, and expansion versus consolidation ambitions;
• Your skills to translate market and customer insights into designing, implementing, and evaluating a marketing strategy with budgets and financial projections to achieve your business goals;
To reach these ambitious objectives, the course is built around MARKSTRAT, the world’s leading business simulation. It gives you the opportunity to apply ideas developed during short lectures as well as the knowledge, concepts and tools from other marketing and strategy courses over several rounds of decisions, each representing an annual planning cycle.
Moreover, marketing strategy decisions are rarely made by an individual alone. A manager has to rely on and work within a team of individuals who provide information and bring diverse talents to address the above business challenge. The course has a strong group focus; all your decisions are made within a team of several individuals and let you experience how to integrate diverse opinions into a single strategy.
You can talk the ‘game’ in the classroom, but can you stand the heat of intense competition, the squabbling of dissenting group members, and the pressure to perform facing uncertainty, information overload, and resource constraints?
Literatur Will be announced in the course.
Weblink Weblink to ADAM

 

Teilnahmebedingungen Passed exams in both courses:
«10125 Vorlesung: Einführung in die Betriebswirtschaftslehre» and
«23517 Vorlesung: Introduction to Marketing».
Anmeldung zur Lehrveranstaltung Please register via this link: https://wwzunibas.eu.qualtrics.com/jfe/form/SV_37YaStNZqLkXQvb. The deadline for filling out this application is 17 February 2020, 8 pm.
To be admitted to the course you must have achieved a passing grade in "10130 Vorlesung: Einführung in die Betriebswirtschaftslehre" and in "23517 Vorlesung: Introduction to Marketing" in previous semesters.

We will admit 100 students on a first-come, first-served basis.

The registration is binding. In case of non-participation after registration, a "nicht erschienen" will be noted on your transcript with all its ensuing, known consequences.

The Studiendekanat will notify you by Wednesday, 19 February 2020 whether you have been admitted to the course.
Unterrichtssprache Englisch
Einsatz digitaler Medien kein spezifischer Einsatz

 

Intervall wöchentlich
Datum 25.02.2020 – 20.05.2020
Zeit Dienstag, 12.15-14.00 Wirtschaftswissenschaftliche Fakultät, Auditorium

Digital Version of the course on ADAM.

Datum Zeit Raum
Dienstag 25.02.2020 12.15-14.00 Uhr Wirtschaftswissenschaftliche Fakultät, Auditorium
Mittwoch 08.04.2020 10.15-14.00 Uhr Digital Version of the course on ADAM, Digital Version of the course on ADAM
Mittwoch 15.04.2020 10.15-14.00 Uhr Juristische Fakultät, Digital Version of the course on ADAM
Mittwoch 22.04.2020 10.15-14.00 Uhr Juristische Fakultät, Digital Version of the course on ADAM
Mittwoch 29.04.2020 10.15-14.00 Uhr Juristische Fakultät, Digital Version of the course on ADAM
Mittwoch 06.05.2020 10.15-14.00 Uhr Juristische Fakultät, Digital Version of the course on ADAM
Mittwoch 13.05.2020 10.15-14.00 Uhr Juristische Fakultät, Digital Version of the course on ADAM
Mittwoch 20.05.2020 10.15-14.00 Uhr Juristische Fakultät, Digital Version of the course on ADAM
Module Wahlbereich Bachelor Wirtschaftswissenschaften: Empfehlungen (Bachelorstudium: Wirtschaftswissenschaften)
Wahlbereich Bachelor Wirtschaftswissenschaften: Empfehlungen (Bachelor Studienfach Wirtschaftswissenschaften)
Leistungsüberprüfung Semesterendprüfung
Hinweise zur Leistungsüberprüfung 1. Markstrat Simulation Reports (60%)
a. Analysis Report (20%)
b. Strategy Report (40%)
c. Key Learning Report/Final Presentation (40%)
2. Markstrat Simulation Performance (40%)
a. Firm Performance During Simulation (50%)
b. Competitive Position at End of Simulation (50%)
An-/Abmeldung zur Leistungsüberprüfung An- und Abmelden: Dozierende
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

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