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80558-01 - Kolloquium: Strategy Implementation: Communication and Brand Management (3 KP)
| Semester | Herbstsemester 2026 |
| Angebotsmuster | Jedes Herbstsemester |
| Dozierende | Dan Raphael Schley (danraphael.schley@unibas.ch, BeurteilerIn) |
| Inhalt | Course Outline This course outline is subject to change. Any changes will be announced via ADAM and/or in class. From a marketing standpoint, the brand is among the most valuable assets of the firm. Brands do not merely identify products or services. They embody strategic choices, shape market communication, and help translate strategy into execution across customer touchpoints. Managing and developing a brand therefore requires analytical rigor, conceptual clarity, and imaginative judgment. The goal of this elective is to equip students with the fundamentals of brand development and brand communication through a mix of research-driven frameworks, case-based discussions, and hands-on application. By the end of the course, students should understand how, why, and when brands create value, how communication choices shape brand meaning, and how firms can implement brand strategy effectively across different market settings. A central theme of the course is that branding is not category-neutral. Throughout the week, we will differentiate explicitly between branding for durable goods, luxury durables, and services and other non-durable or experience-heavy contexts. In durable goods, branding often helps reduce uncertainty, signal quality, and support longer-term preference formation. In luxury durables, branding must also manage rarity, heritage, aspiration, and controlled growth. In services and other experience-heavy contexts, the brand is implemented not only through communication, but also through the customer experience itself, including people, processes, interfaces, and touchpoints. This course is particularly relevant for students who seek to become brand managers, as well as those interested in roles in marketing, strategy, consulting, and communication. As one of the later electives in the MSc, it is also designed to support the transition from consumers of knowledge to marketing practitioners by showing how accumulated insights from consumer behavior and marketing strategy can be used to generate actionable managerial recommendations. Teaching Format This course is taught as an intensive one-week block course with approximately 18 to 24 hours of in-class time. The exact division into sessions may vary. The course combines lecture-style input, discussion of academic and managerial frameworks, case analysis, and workshop-based application. Teaching Approach The course is designed to connect research to practice. Rather than treating branding as a collection of slogans or creative outputs, the course approaches brands as strategic assets that must be built, communicated, and managed over time. Class meetings are intended to guide and deepen your reading, not to substitute for it. Students are expected to complete the required readings before class and to arrive prepared to engage in discussion. Cases and examples are selected to show how consumer psychology, positioning, communication, and implementation decisions jointly shape brand success and failure in the marketplace. |
| Lernziele | By the end of the course, students should be able to: • explain how brands create strategic and financial value • distinguish branding challenges across durable goods, luxury durables, and services or non-durable contexts • evaluate how communication choices strengthen or weaken brand implementation • assess brand equity and related measurement frameworks • diagnose branding problems involving price competition, private labels, purpose, growth, and digital touchpoints • develop coherent recommendations for brand strategy implementation grounded in both theory and practice |
| Literatur | All required readings will be made available via ADAM or through the University of Basel library’s institutional access. Cases, articles, and supplementary materials may include a mix of academic journal articles, practitioner-oriented readings, and selected media examples. |
| Bemerkungen | Four-day block course in August (fall semester) |
| Teilnahmevoraussetzungen | Bachelor in Business and Economics |
| Anmeldung zur Lehrveranstaltung | 1. Please register for the course and the subsequent assignment via this link here from 01.07.26 - 13.08.26: https://adam.unibas.ch/go/crs/2271389/rcode6s9TgTgTYB Please make sure that you are registered for the fall semester and have paid the semester fees when the course starts. 2. Eucor-Students and mobility students of other Swiss Universities or the FHNW also have to register at the University of Basel BEFORE the enrollment 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. 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. 4. 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 |
|---|---|---|
| Montag 17.08.2026 | 10.00-17.00 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S14 HG.32 |
| Dienstag 18.08.2026 | 10.00-17.00 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S14 HG.32 |
| Mittwoch 19.08.2026 | 10.00-17.00 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S14 HG.32 |
| Donnerstag 20.08.2026 | 10.00-17.00 Uhr | Group works, -- |
| Freitag 21.08.2026 | 10.00-13.00 Uhr | Wirtschaftswissenschaftliche Fakultät, Seminarraum S14 HG.32 |
| Module |
Modul: Business Field: Marketing (Masterstudium: Business and Technology) Modul: Business Field: Strategy and Organization (Masterstudium: Business and Technology) Modul: Specific Electives in Marketing and Strategic Management (Masterstudium: Wirtschaftswissenschaften) |
| Prüfung | Leistungsnachweis |
| Hinweise zur Prüfung | Provisional assessment format: • Class preparation and participation: 20% • Group brand audit / in-class application exercise: 30% • Final group project, presentation, or implementation memo: 50% These weights can be adjusted once the final timing and format of the intensive week are fixed. Attendance and Participation Because this is an intensive block course, attendance in all class meetings is required. Much of the value of the course comes from discussion, case analysis, and workshop-based application. Students should therefore arrive prepared to discuss the readings and to contribute thoughtfully to class conversation and group work. Mere physical presence is not sufficient. High-quality participation means engaging with the material, responding to the contributions of others, and helping move the discussion forward. |
| 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 |