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62703-01 - Kolloquium: Advanced Marketing Strategy Practice 3 KP

Semester Herbstsemester 2022
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
Weblink Weblink to ADAM

 

Anmeldung zur Lehrveranstaltung Please register for the course and the subsequent exam via this link here (possible after August 1, 2022): https://adam.unibas.ch/goto.php?target=crs_1210959_rcodeDu2bqWuBWb&client_id=adam until September 1, 2022 at the latest. Please make sure that you have registered for the fall semester and paid the semester fees before you register for this course.

Your registration will be entered in your Online Services after the official deadline of the course registration period, i.e. after October 17, 2022.

Unterrichtssprache Englisch
Einsatz digitaler Medien kein spezifischer Einsatz

 

Intervall Block
Datum 05.09.2022 – 14.09.2022
Zeit Siehe Detailangaben
Datum Zeit Raum
Montag 05.09.2022 14.15-15.30 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35
Dienstag 06.09.2022 14.15-17.30 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31
Mittwoch 07.09.2022 14.15-17.30 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35
Donnerstag 08.09.2022 14.15-17.30 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35
Freitag 09.09.2022 14.15-17.30 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S14 HG.32
Montag 12.09.2022 14.15-17.30 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35
Dienstag 13.09.2022 14.15-17.30 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35
Mittwoch 14.09.2022 14.15-17.30 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35
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 Business, Trade 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

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