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62703-01 - Kolloquium: Advanced Marketing Strategy Practice (3 KP)
| Semester | Herbstsemester 2026 |
| 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 also to think about priorities and allocate limited resources accordingly. The result of this process is a marketing plan. The plan not only summarizes the outcomes of the planning process for the planning horizon, namely objectives, targeting, positioning, marketing actions, and the budgets for a brand and/or a business unit for the coming year(s), it also has the role of being a sales document to senior leaders to approve 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 will put particular emphasis on gaining fluency with quantitative tools and financial concepts, coping with uncertainty, and dealing with competition. Marketing concepts and frameworks are not mind-blowingly complex; they are common sense. The reason why many companies struggle with applying them is that a business operates in an uncertain environment and must compete against companies that have access to the same marketing ‘weapons.’ These factors need to be taken into account as well in the marketing planning process. The course uses MARKSTRAT, the world’s leading business simulation, as the practice field to experience the challenges that managers face when developing a marketing plan. Over the course of eight decisions (years) you learn how to plan and manage a portfolio of brands and products to achieve your business objectives. You have to identify strategies to grow existing brands, launch new brands and new technologies, and remove failing brands with marketing actions in both traditional and digital channels, in an ever-changing, competitive market. Let me tell you about the course in person: Introduction Video: https://www.dropbox.com/scl/fi/8s68xjzoo1q77vvx0tad5/AMSP-2022-Course-Introduction.mp4?rlkey=kixrpnmdglci3m2tjzamp6rf8&dl=0 |
| Lernziele | 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. More specifically, the course objectives 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 as you learn more about the behaviors of customers and competitors. |
| Literatur | All required material is posted on ADAM: - Video Lectures (available online) - Articles (available online) - Markstrat Access (details will be provided in the Course Introduction) |
| Bemerkungen | Deadlines: tbd - Markstrat Decisions are made during class: Class presence is thus important and required. - All course work will be done in small groups. Organisation will be done in the first session. |
| Weblink | Weblink to ADAM |
| Teilnahmevoraussetzungen | Bachelor in Business and Economics |
| Anmeldung zur Lehrveranstaltung | 1. Please register for the course and the subsequent assignment via this link here from 01.08.26 - 27.08.26: https://adam.unibas.ch/go/crs/2072722/rcodeu36TpfxcXW Please make sure that you are already registered for the fall semester and have paid the semester fees. 2. Eucor-Students and mobility students of other Swiss Universities or the FHNW first also have to register at the University of Basel BEFORE the enrolment deadline and receive their login data by post (email 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 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). In fall semester 2026 a deregistration is possible until 03.09.2026 12.00! Please contact belegungstorno-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 12.10.26. 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 | Wochentag | Zeit | Raum |
|---|---|---|---|
| täglich | Siehe Einzeltermine | ||
Einzeltermine
| Datum | Zeit | Raum |
|---|---|---|
| Donnerstag 03.09.2026 | 14.00-15.30 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S17 HG.38 |
| Freitag 04.09.2026 | 10.15-17.15 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S17 HG.38 |
| Montag 07.09.2026 | 10.15-17.15 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S17 HG.38 |
| Dienstag 08.09.2026 | 10.15-17.15 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S17 HG.38 |
| Donnerstag 10.09.2026 | 10.15-13.30 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S17 HG.38 |
| Freitag 11.09.2026 | 14.00-17.15 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S17 HG.38 |
| 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) |
| Prüfung | Leistungsnachweis |
| Hinweise zur Prüfung | Course Requirements and Evaluation: 1. Marketing Strategy Plan (45%) 2. Presentation Key Learnings (25%) 3. Markstrat Simulation Performance (30%) - Firm Performance During Simulation (50%) - Competitive Position at End of Simulation (50%) |
| An-/Abmeldung zur Prüfung | An- und Abmelden: Dozierende |
| 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 |