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62704-01 - Vorlesung: Designing the Technology for Digital Marketing 3 KP

Semester Herbstsemester 2021
Angebotsmuster Jedes Herbstsemester
Dozierende Kay Buntschu (k.buntschu@unibas.ch)
Jan Exner (jan.exner@unibas.ch, BeurteilerIn)
Nicole Glauser (nicole.glauser@unibas.ch)
Marko Kocic (marko.kocic@unibas.ch)
Inhalt The course introduces concepts and technologies in marketing, with a focus on digital, owned channels. Along the typical journey of a potential customer, we will explain concepts such as Digital Strategy, KPI Framework or Customer Joruney, and technologies like Data Management Platform or Analytics. After taking this course, participants will possess a broad knowledge of methodologies and technologies, enabling them to lead teams working in the field, and to make informed decisions around all aspects of digital transformation, including tool decisions. If you have struggled with understanding your digital marketing technology in the past, this course will give you the foundations to understand exactly what can be done with current tools. You will learn how to apply digital marketing to add value to your company in your day-to-day business and on a strategic level.
Block 1 - 4 lectures - Introduction, History, Concepts, Strategy
We introduce online digital marketing, including a short history of tools and concepts. We look at digital strategy and KPI frameworks as tools that help organisations achieve meaningful, strategic goals. Concepts like "Customer Journey", "Touch Points", "Use Cases", "Segmentation", and "Personas" will be illustrated, and we'll talk about why they are important, and how they should be used in digital marketing.
Block 2 - 6 lectures - Technologies and their application
We take a deep dive into the technologies behind digital marketing. Learn how Data Management Platforms, Asset & Content Management, Data Collection, Analytics, Campaign Management, Testing, and Personalisation work, and what you can and can not do with them.
Block 3 - 3 lectures - Operating digital marketing
In block 3, we shed light on the legal aspects, such as privacy, of digital marketing. We show how to combine strategic and technical aspects, and how to operate your digital marketing software landscape. We clarify the importance of organisational models for value realisation, and how you can make sure you get a return on your marketing spend.


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!
Unterrichtssprache Englisch
Einsatz digitaler Medien kein spezifischer Einsatz


Intervall wöchentlich
Datum 20.09.2021 – 25.10.2021
Zeit Montag, 18.30-20.00 - Online Präsenz -
Datum Zeit Raum
Montag 20.09.2021 18.30-20.00 Uhr - Online Präsenz -, --
Montag 27.09.2021 18.30-20.00 Uhr - Online Präsenz -, --
Montag 04.10.2021 18.30-20.00 Uhr - Online Präsenz -, --
Montag 11.10.2021 18.30-20.00 Uhr - Online Präsenz -, --
Montag 18.10.2021 18.30-20.00 Uhr - Online Präsenz -, --
Montag 25.10.2021 18.30-20.00 Uhr - Online Präsenz -, --
Module Modul: Business Field: Marketing (Masterstudium: Business and Technology)
Modul: Specific Electives in Marketing and Strategic Management (Masterstudium: Wirtschaftswissenschaften)
Vertiefungsmodul: Marketing and Strategic Management (Masterstudium: Wirtschaftswissenschaften (Studienbeginn vor 01.08.2021))
Leistungsüberprüfung Leistungsnachweis
An-/Abmeldung zur Leistungsüberprüfung An-/Abmelden: Belegen resp. Stornieren der Belegung via MOnA
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