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| Semester | Herbstsemester 2021 |
| Angebotsmuster | Jedes Herbstsemester |
| Dozierende | Markus Christen (markus.christen@unibas.ch, BeurteilerIn) |
| Inhalt | To bring marketing actions to life, they need to be funded with money and implemented by people. Marketing planning is an important organizational process not just to decide what specific marketing actions to take, but to think about the necessary funding, the budgeting. The result of this process is a marketing plan. The marketing plan not only summarizes the outcomes of the planning process, i.e., the marketing actions for a brand or business, it also has the role of a sales document to leadership to request the funding, a coordinating mechanism to align the various parties involved in implementing the plan, and a record of assumptions and forecasts against which actual results can be compared. The course Advanced Marketing Strategy Practice teaches you how to develop a good marketing plan, deal with uncertainty, anticipate competition, and make financial projections. It builds on all your previous marketing courses that have taught you the necessary building blocks for a marketing plan. Since in virtually all organizations marketing planning involves different people, the course has a strong group focus; all course activities are made within a team of several individuals. |
| Lernziele | The objectives of the course are to learn how to • integrate marketing strategy and actions into a coherent and convincing marketing plan; • balance long-term versus short-term objectives and prioritize your resources accordingly; • understand and deal with different sources of uncertainty; • anticipate competitive actions and reactions; • make financial projections; and • adjust and improve your plan over time. |
| Literatur | All required material will be posted online. Markstrat access will be explained in the first session |
| Bemerkungen | Test |
| Weblink | Weblink to ADAM |
| Anmeldung zur Lehrveranstaltung | Please register for the course and the subsequent exam via this link here (https://adam.unibas.ch/goto.php?target=crs_1210959_rcodeDu2bqWuBWb&client_id=adam) The application starts on August 1 and its deadline is September 1, 2021! A withdrawal from the course is possible until Sept 6, 2021, 8 pm by E-mail to studiendekanat-wwz@unibas.ch. Your course registration can be seen in MOnA after the registration period is over. |
| Unterrichtssprache | Englisch |
| Einsatz digitaler Medien | kein spezifischer Einsatz |
| Intervall | Wochentag | Zeit | Raum |
|---|---|---|---|
| Block | Siehe Einzeltermine | ||
| Bemerkungen | The course is planned as an in-class course, if necessary it will be offered as an online presence course. |
| Datum | Zeit | Raum |
|---|---|---|
| Montag 06.09.2021 | 10.15-11.30 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31 |
| Mittwoch 08.09.2021 | 10.15-13.30 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31 |
| Donnerstag 09.09.2021 | 10.15-13.30 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31 |
| Freitag 10.09.2021 | 10.15-13.30 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Montag 13.09.2021 | 10.15-13.30 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S14 HG.32 |
| Dienstag 14.09.2021 | 10.15-13.30 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31 |
| Donnerstag 16.09.2021 | 10.15-13.30 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31 |
| Freitag 17.09.2021 | 10.15-13.30 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31 |
| Module |
Modul: Business Field: Marketing (Masterstudium: Business and Technology) Modul: Core Courses in Marketing and Strategic Management (Masterstudium: Wirtschaftswissenschaften) Modul: Specific Electives in Finance, Controlling, Banking (Masterstudium: Wirtschaftswissenschaften) Modul: Specific Electives in International Trade, Growth and the Environment (Masterstudium: Wirtschaftswissenschaften) Modul: Specific Electives in Marketing and Strategic Management (Masterstudium: Wirtschaftswissenschaften) Vertiefungsmodul: Marketing and Strategic Management (Masterstudium: Wirtschaftswissenschaften (Studienbeginn vor 01.08.2021)) |
| Leistungsüberprüfung | Leistungsnachweis |
| Hinweise zur Leistungsüberprüfung | 1. Marketing Plan 2. Key Learning Points 3. Markstrat Performance |
| 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 |