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62704-01 - Vorlesung: Designing the Technology for Digital Marketing (3 KP)
| Semester | Herbstsemester 2025 |
| 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 | This course provides an introduction to marketing concepts and technologies with a focus on digital marketing through owned channels. Throughout the course, we will take a potential use case and discuss various concepts and technologies. Upon completion of the course, participants will have a broad understanding of methodologies and technologies in digital marketing, enabling them to lead teams and make informed decisions around all aspects of digital transformation, including tool decisions. The course aims to provide the foundational knowledge necessary to understand what can be accomplished with current digital marketing tools and how to apply them in day-to-day business and on a strategic level to add value to the company. Throughout the course, we will also discuss important concepts such as “Customer Journey,” “Touch Points,” “Use Cases,” “Segmentation,” and “Personas,” illustrating their significance in digital marketing. Additionally, the course will demonstrate how to combine strategic and technical aspects to operate the digital marketing software landscape. |
| Lernziele | Upon completion of the course, participants will have a broad understanding of methodologies and technologies in digital marketing, enabling them to lead teams and make informed decisions around all aspects of digital transformation, including tool decisions. |
| Bemerkungen | This course presumes that you will attend in person. |
| Anmeldung zur Lehrveranstaltung | Registration: Please enroll in the Online Services (services.unibas.ch); Eucor-Students and mobility students of other Swiss Universities or the FHNW first have to register at the University of Basel BEFORE the start of the course and receive their login data by post (e-mail address of the University of Basel). Processing time up to a week! Detailed information can be found here: https://www.unibas.ch/de/Studium/Mobilitaet.html After successful registration you can enroll for the course in the Online Services (services.unibas.ch). Applies to everyone: Enrolment = Registration for the course and the exam! |
| Unterrichtssprache | Englisch |
| Einsatz digitaler Medien | kein spezifischer Einsatz |
| Intervall | Wochentag | Zeit | Raum |
|---|---|---|---|
| wöchentlich | Donnerstag | 16.15-18.00 | Wirtschaftswissenschaftliche Fakultät, Auditorium |
Einzeltermine
| Module |
Modul: Business Field: Marketing (Masterstudium: Business and Technology) Modul: Specific Electives in Marketing and Strategic Management (Masterstudium: Wirtschaftswissenschaften) |
| Prüfung | Leistungsnachweis |
| Hinweise zur Prüfung | Written exam: tbd |
| An-/Abmeldung zur Prüfung | Anm.: Belegen Lehrveranstaltung; Abm.: stornieren |
| Wiederholungsprüfung | keine Wiederholungsprüfung |
| Skala | 1-6 0,1 |
| Belegen bei Nichtbestehen | beliebig wiederholbar |
| Zuständige Fakultät | Wirtschaftswissenschaftliche Fakultät / WWZ, studiendekanat-wwz@unibas.ch |
| Anbietende Organisationseinheit | Wirtschaftswissenschaftliche Fakultät / WWZ |