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| Semester | Herbstsemester 2023 |
| 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 | 1. Please register for the course and the subsequent assignment via this link here https://adam.unibas.ch/goto.php?target=crs_1210959_rcodeDu2bqWuBWb&client_id=adam from 01.08.23 - 01.09.23. Please make sure that you are already registered for the fall semester and have paid the semester fees. 2. Eucor-/ Mobility students and students from other Swiss Universities/ FHs must then also register with a special course registration sheet at the Studiensekretariat (Student Administration Office). Detailed information can be found on the homepage: https://www.unibas.ch/en/Studies/Mobility.html 3. A deregistration is only possible until the start of the course and as long as you have not used a software license (which will be provided for the course). Please contact the studiendekanat-wwz@unibas.ch. 4. Your registration will be entered in your Online Services only after the official deadline of the course registration period, i.e. after 16.10.23. 5. The following applies to everyone: enrollment = registration for the exam/assignment! In case of non-participation after registration it will be noted as "nicht erschienen" in the transcript. |
| Unterrichtssprache | Englisch |
| Einsatz digitaler Medien | kein spezifischer Einsatz |
| Intervall | Block |
| Datum | 04.09.2023 – 15.09.2023 |
| Zeit | Siehe Detailangaben |
| Datum | Zeit | Raum |
|---|---|---|
| Montag 04.09.2023 | 10.15-12.00 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Mittwoch 06.09.2023 | 10.15-13.30 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Donnerstag 07.09.2023 | 10.15-13.30 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Freitag 08.09.2023 | 10.15-13.30 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Montag 11.09.2023 | 10.15-13.30 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Dienstag 12.09.2023 | 10.15-13.30 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Donnerstag 14.09.2023 | 10.15-13.30 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S13 HG.35 |
| Freitag 15.09.2023 | 10.15-13.30 Uhr | Juristische Fakultät, Seminarraum S10 HG.45 |
| Module |
Modul: Business Field: Marketing (Masterstudium: Business and Technology) Modul: Core Courses in Marketing and Strategic Management (Masterstudium: Wirtschaftswissenschaften) Modul: Specific Electives in Business and Economics (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) |
| 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 |