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56948-01 - Kolloquium: Digital Marketing Strategy 3 KP

Semester Frühjahrsemester 2023
Angebotsmuster Jedes Frühjahrsem.
Dozierende Willem Smit (willem.smit@unibas.ch, BeurteilerIn)
Inhalt New 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. It provides a curated overview
of very recent cases and theories related to Big Consumer Data, fine-grained behavioral
analytics, new monitoring tools, precise and personalized customer relationship
management practices, mobile-first strategies and location-based messaging, content
management, social media and its networked based predictive modeling, new forms of
targeting and referral strategies, and user generated content. This is all to understand how
to make or break demand for products or services digitally.
This course follows the pedagogy of Learning-by-Doing by experimenting with different
tactics in Digital Marketing strategies. But before we do, we as a class will discuss and apply
marketing strategic thinking in order to consistently translate the strategy into: (1) User
Experience / Website, (2) SEO/Organic Search, (3) Paid Search, (4) Paid Social, and (5)
Email&CRM, and (6) eCommerce models. Ultimately to have all the tactics to be aligned in
(7) Campaign Management.
The course consists of two phases. In the first phase (March 15, 22, and April 12), our focus
is on concept learning; the second phase (April 19, 26, May 3 and 10) will be on strategy
Lernziele By the time students complete this course they should be able to:
1. Understand the changing landscape of Marketing Tech.
2. Comprehend and apply the range of digital marketing tools to analyze, recommend, devise and evaluate firm strategies aimed at improving the digital performance.
3. Know how User Experience / Website, Search Engine Optimization/ Organic Search, Paid Search, Paid Social, and Email/CRM, eCommerce, and Campaign Management interact in achieving effective (digital) marketing strategies.
4. Apply to design insights-based digital marketing campaigns.
Literatur We will use a mix of reading material, video-tutorials, and slides to prepare students to apply the concepts, framework and tools to their “object of online experimentation.”
Reading list:
To learn about how managers and firms use the digital marketing concepts and tools in real life, we discuss case studies in class. The case studies substitute a textbook.
Instead of purchasing a textbook, the eight case studies and background articles have to be purchased by the student. The costs of these documents vary from 5 to 10 USD (4.5 to 9 CHF) each. I recommend looking up the costs before registering for the course. You can buy the reading material from thecasecentre.org. Best is to register as a student and set up an account (Organization: “Universitat Basel” [with a instead of ä; important: make sure you always browse within the green student section). Please note that you will need a credit card that can be charge outside of Switzerland. After having
paid, you will be able to download the readings from the Case Center webpage.

For further detail please see the course syllabus - posted in a folder on the ADAM course portal

Slides of the sessions will be posted on the course website after class.
Bemerkungen Video Tutorials
If you are a beginner in digital marketing and you want to pre-watch some videos to get familiar with the typical jargon used in this field, we recommend checking out Google Digital Garage (https://learndigital.withgoogle.com/digitalgarage/). Also
recommended are the Linkedin Learning courses. The better courses on this platform requires a subscription, but for your job search it is wise to get one anyways.
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 until April 17, 2023, 8 pm at the latest by email, including the completed exam cancellation form, which can be found on the homepage, to belegungstorno-wwz-at-unibas.ch.
Unterrichtssprache Englisch
Einsatz digitaler Medien kein spezifischer Einsatz


Intervall unregelmässig
Datum 17.04.2023 – 01.06.2023
Zeit Siehe Detailangaben
Datum Zeit Raum
Montag 17.04.2023 09.15-12.00 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31
Donnerstag 20.04.2023 15.15-18.00 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S14 HG.32
Montag 24.04.2023 14.15-17.00 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31
Donnerstag 27.04.2023 15.15-18.00 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31
Dienstag 02.05.2023 09.15-16.00 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35
Mittwoch 03.05.2023 09.15-16.00 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35
Donnerstag 01.06.2023 16.15-19.00 Uhr Wirtschaftswissenschaftliche Fakultät, Seminarraum S15 HG.31
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
Hinweise zur Leistungsüberprüfung The course familiarizes you with digital marketing through four interrelated activities:
tool learning, class participation, understanding and experimentation. The first two are individual grade components. The latter two are team-based grade components.
Overall grading will be based on the following weights:
• TOOL LEARNING – fulfilling one online tool assignment 30% (Individual), select
one of the four tools to learn:
o Google Analytics
o UX: UserTesting.com
o SEO: MOZ Academy
o Social Listening: Hootsuite
• PARTICIPATION – 15% (Individual)
o Class Participation & Professionalism: 15 %
• UNDERSTANDING – 15% (Team)
o Case Analyses (2 out of 6): 15%
o Final Paper with a pre-campaign briefing: 40%
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